How TikTok Short-form Video Content Will Effect on Tourism Destination Visit Intention? The Role of Consumer Engagement, Consumer Involvement, and E-Wom

Ratu Salzabiella Arsya Maharani; Rifelly Dewi Astuti

doi:10.38142/ijesss.v7i4.1981

Authors

Ratu Salzabiella Arsya Maharani Universitas Indonesia, Indonesia
Rifelly Dewi Astuti Universitas Indonesia, Indonesia

DOI:

https://doi.org/10.38142/ijesss.v7i4.1981

Keywords:

TikTok, short-form video, perceived value, consumer engagement, consumer involvement, eWOM, Visit Intention

Abstract

The development of short-form video-based social media has positioned TikTok as a strategic channel for tourism destination promotion because it can deliver visual experiences, information, and social validation quickly to prospective tourists. This study aims to analyze the effect of TikTok short-form video content value on visit intention toward Indonesian tourism destinations through the roles of consumer engagement, consumer involvement, and electronic word-of-mouth (eWOM). This study applies the Stimulus-Organism-Response (S-O-R) framework, with content characteristics as the stimulus, perceived value, consumer engagement, and consumer involvement as the organism, and eWOM and visit intention as the response. This study uses a quantitative explanatory approach through an online survey, and the data are analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The study involved 300 TikTok users in Indonesia who had been exposed to tourism destination video content, with respondents predominantly female, in the productive age group, and domiciled in Jabodetabek. The findings show that entertainment, informativeness, credibility, personalization, and irritation significantly influence perceived value, while incentives do not have a significant effect. The findings also reveal that perceived value positively influences consumer engagement, consumer involvement, and visit intention, while consumer engagement, consumer involvement, and eWOM contribute to increasing visit intention through psychological engagement and digital recommendation mechanisms. This study contributes theoretically by extending the application of the S-O-R framework to TikTok short-form video content in digital tourism marketing and managerially by providing implications for destination managers to design informative, credible, entertaining, personalized content that encourages user interaction and positive eWOM.

Downloads

Download data is not yet available.

References

Abbasi, M., Zhang, J., & Leung, X. Y. (2023). Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach. Journal of Travel & Tourism Marketing, 40(6), 673–690. https://doi.org/10.1016/j.jretconser.2022.103231

Alghamdi, A., & Abdulwahid, F. (2025). Visual social media marketing and tourist behavioral intention: Evidence from digital destination branding. Journal of Travel & Tourism Marketing, 42(1), 64–81.

Andzani, R., Sari, D. P., & Nugroho, A. (2024). Narrative storytelling in tourism social media content and its effect on destination image. Tourism and Hospitality Research, 24(2), 214–228.

Bank Indonesia, Ministry of Tourism and Creative Economy, & Ministry of National Development Planning/Bappenas. (2025). Indonesia tourism outlook 2025/2026.

Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047

DataReportal. (2025). Digital 2025: Indonesia. We Are Social & Meltwater.

Filieri, R., Yen, D. A., & Yu, Q. (2021). The effects of online reviews and trust on consumer decision making. Journal of Business Research, 123, 645–656.

Gretzel, U., Fesenmaier, D. R., Formica, S., & O’Leary, J. T. (2020). Searching for the future: Challenges faced by destination marketing organizations. Journal of Travel Research, 59(3), 523–539.

Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2023). Smart tourism challenges. Journal of Tourism Futures, 9(1), 1–14.

Indonesian Internet Service Providers Association (APJII). (2025). Indonesia Internet Penetration Survey 2024-2025.

Jacoby, J. (2002). Stimulus–organism–response reconsidered: An evolutionary step in modeling consumer behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/S15327663JCP1201_05

Khaled, M. (2025). User-generated content, authenticity, and travel intention in digital tourism marketing. Journal of Travel & Tourism Marketing, 42(2), 134–149.

Kim, J., & Fesenmaier, D. R. (2024). Visual storytelling and mental imagery in tourism marketing. Tourism Management, 92, 104567.

Kim, J., & Johnson, K. K. P. (2016). Power of consumer-generated social media content. Journal of Interactive Marketing, 35, 21–34.

Liu, Y., Li, H., & Hu, F. (2023). Short-form video marketing and consumer engagement in tourism. Journal of Travel Research, 62(4), 892–907.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Mohammad, A. A. A., Elshaer, I. A., Azazz, A. M. S., Kooli, C., Algezawy, M., & Fayyad, S. (2024). The influence of social commerce dynamics on sustainable hotel brand image, customer engagement, and booking intentions. Sustainability, 16(14), 6050. https://doi.org/10.3390/su16146050

Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54. https://doi.org/10.1016/j.tourman.2014.01.012

Pandu Pamungkas, A. (2025). Visual content marketing and destination evaluation in emerging tourism markets. Tourism Economics. Advance online publication.

Qiu, H., Li, M., & Yang, X. (2024). Short-form video consumption and travel decision-making. Tourism Management Perspectives, 49, 101075.

Ramadan, M., Sari, N., & Pratama, R. (2025). TikTok content, destination image, and visit intention. Journal of Tourism and Digital Media, 7(1), 45–59.

Sefrona, R., & Hasibuan, S. (2025). User-generated content and destination branding in social media. Journal of Tourism Studies, 18(2), 101–116.

Shojaei, S., Rahman, M., & Hassan, M. (2025). Consumer involvement and purchase intention in digital environments. Journal of Consumer Behaviour, 24(1), 77–91.

Shojaei, S., Yazdanpanah, M., & Khodadadi, M. (2021). The impact of influencers’ credibility and consumer involvement on attitudes and purchase intention: A comparison before and after the pandemic. Journal of Retailing and Consumer Services, 61, 102600.

Statistics Indonesia (BPS). (2025). Indonesia tourism statistics 2025. https://doi.org/10.5089/9798400299469.019

UNWTO. (2022). Tourism and digital transformation. World Tourism Organization.

Widaningsih, S., & Putranto, A. W. (2025). Digital tourism communication: Effects of influencer credibility, content quality, and e-WOM on emotions, FoMO, self-identification, and visit intentions of Gen Z travelers. Frontiers in Communication, 10, 1357894. https://doi.org/10.3389/fcomm.2025.1717937

Wei, Y., Liu, H., Zhuo, W., & Park, K. S. (2025). The influence of social media attributes on impulsive travel intentions: Integrating the Stimulus–Organism–Response theory and Information Adoption Model. Sustainability, 17(10), 4404. https://doi.org/10.3390/su17104404

Wei, W., Qi, R., & Zhang, L. (2022). Effects of social media image value on behavioral intention. Information & Management, 59(3), 103615. https://doi.org/10.1016/j.im.2022.103615

Widaningsih, R., Putranto, A., & Lestari, D. (2024). eWOM and visit intention in short video tourism platforms. Journal of Travel & Tourism Marketing, 41(6), 689–704.

Wu, L. (2023). Short video marketing and destination attractiveness. Journal of Hospitality and Tourism Technology, 14(2), 312–328.

Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2021). A comparative analysis of major online review platforms. Tourism Management, 83, 104232.