Short Video Influence on Food Tourism: Examining the Role of TikTok in Shaping City Image and Travel Intentions of Chinese Gen Z

초록

Food tourism has gained great traction and popularity in recent years. Against this backdrop, we aimed to understand the formation process of visit intentions among Chinese social media users who subscribe to TikTok's Korean traditional food channel. We adopt the stimulus-organism-response (S-O-R) model to achieve this research objective. Data were collected from 312 unmarried female TikTok users born after 00s in China. Analytical tools such as SPSS 26.0 and Amos 24.0 were employed for data analysis. We identified the characteristics of TikTok and the quality of food tourism information and examines their impact on the users’ travel intention of visiting Korea by observing differences in audience perception of the destination image during cognitive information processing. In addition, we also confirmed the moderating effect of subjective knowledge in the process of TikTok characteristics and food tourism information quality influencing the perceived city image. Finally, recommendations are provided on how to better integrate food tourism with short videos, thereby creating high-quality food tourism content that helps boost the tourism market in both China and Korea.

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