FACTORS INFLUENCING THE USE OF TIKTOK IN TRAVEL PLANNING

Abstract

This study aims to investigate the use of TikTok in travel planning. Specifically, this study will use the UTAUT2 theory to examine the effects of performance expectancy, effort expectancy, social influence, facilitating factors, habit, and hedonic motivation on tourists’ intentions to use TikTok for their travel planning. In addition to these factors, the study considers perceived trust, self-efficacy, and personal innovativeness as additional independent variables that may influence their intentions. Data will be gathered from the respondents via a questionnaire using a purposive sampling. After data collection, the Statistical Package for Social Science (SPSS) will be used for analysis. It is anticipated that the findings of this research will add to the body of knowledge and provide useful information to the travel and tourism sector to enhance tourists' experiences.