Examining Factors Of Tiktok Platform Affecting The Young Generation's Travel Decision Making In Ho Chi Minh City

Abstract

Social media platforms serve as a crucial source of validation for tourists in their decisionmaking process, particularly with respect to destination selection. Prospective travelers often rely on social media to generate ideas for potential destinations, subsequently utilizing these platforms to verify their initial desires. This study aims to evaluate the Tiktok platform factors that influence the travel decisions of young people in Ho Chi Minh City. In order to achieve its objective, this study employs the unified theory of acceptance and use of technology in conjunction with two variables, perceived trust and individual innovation, in order to assess and test the influence of a particular factor on young people in a particular area. This particular limit is Ho Chi Minh City. The study's findings, as interpreted by Smart-pls, suggest that trustworthiness and social influence are the primary determinants of users' intentions to use Tiktok and their subsequent frequency of use. This use of youth - the primary target audience - is prevalent. This research survey will contribute to assessing the factors of the social networking platform Tiktok influence user behavior in the tourism industry, as well as identifying the factors that enable marketers and DMOs to use Tiktok more effectively in the tourism industry to promote tourism destinations.