SOCIAL MEDIA INFLUENCERS AND THE EFFECTON TRAVEL MOTIVATION AMONG YOUTH

Ahmad, Siti Yuliandi and Muhamad Asri, Mohamad Aidil Zaffran and Md Sawari, Siti Salwa and Zakaria, Nurul Fardini (2024) SOCIAL MEDIA INFLUENCERS AND THE EFFECTON TRAVEL MOTIVATION AMONG YOUTH. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT, Volume 9 Issue 36 (June2024) PP. 01-17. pp. 1-17.

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Abstract

In recent years, social media platforms have spawned many influencers and internet celebrities who actively engage in marketing and promotion strategies. The trend of incorporating social media influencers into marketing strategies is rising. In the current technological era, these influencers, especially those on TikTok, have gained immense popularity and are crucial in influencing people, particularly the younger demographic of social media users. This study aims to investigate the content of TikTok and the impact of TikTok influencers on young people's travel motivation. This study employs descriptive and Pearson correlation analyses as the chosen quantitative research methodologies. A structured instrument using a survey was distributed to Malaysian youth. The purpose of the survey was to examine the relationship between TikTok influencers and the travel motivation of young people. The results of this study indicate a correlation between TikTok influencers and youth travel motivation. The captivating content created by these influencers, which includes visually appealing travel destinations, exciting activities, and one-of-a-kind cultural experiences, has a substantial effect on shaping the travel motivation of young people. By leveraging the power of TikTok influencers, travel-relatedbusinesses, organisations, and entrepreneurs can improve their marketing strategies to reach and engage the youth demographic. Understanding the impact of TikTok influencers on the travel motivation of young people can aid in developing marketing campaigns that resonate with this demographic. This research supports the growth of the tourism industry by providing insights for stakeholders to enhance their marketing strategies and cater to the preferences of young travellers. It emphasises the influential role of TikTok influencers in encouraging youth to travel and shaping their destination preferences. Incorporating these influencers into marketing efforts can effectively engage with the youth demographic, leading to improved outcomes and contributing to the expansion of the tourism industry

Item Type:	Article (Journal)
Uncontrolled Keywords:	Content; Motivation; Social Media Influencers; Travel
Subjects:	BPG Islamic geography > BPG80 Islam and tourism. Sustainable tourism H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr. Siti Yuliandi Ahmad
Date Deposited:	27 Jun 2024 14:55
Last Modified:	27 Jun 2024 14:55
URI:	http://irep.iium.edu.my/id/eprint/112817

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