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The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention

Author

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  • Ratna Roostika

    (Universitas Islam Indonesia)

  • Tasya Putri Yumna

    (Universitas Islam Indonesia)

Abstract

This research explores the effectiveness of destination awareness, destination image, perceived quality, and brand engagement on visit intention among TikTok users toward destinations in Yogyakarta. The sample in this research is TikTok users who have seen tourism video content in Yogyakarta. Data was obtained through an online survey constructed with Google Forms which 225 respondents filled out. The data used in this study were analyzed using the PLS-SEM method by SPSS and SmartPLS. According to the research findings, destination awareness and destination image positively impact the perceived quality of TikTok users. Furthermore, perceived quality positively affects the intention to visit and brand engagement for TikTok users. These findings provide implications and empirical studies related to encouraging marketing potential on social media TikTok for visiting the tourism industry in Yogyakarta.

Suggested Citation

  • Ratna Roostika & Tasya Putri Yumna, 2023. "The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 5(1), pages 49-59, January.
    • Handle: RePEc:adi:ijbess:v:5:y:2023:i:1:p:49-59
    DOI: 10.36096/ijbes.v5i1.393
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    References listed on IDEAS

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    1. Hartanto Yuwo & John B. Ford & Mustika Sufiati Purwanegara, 2013. "Customer-Based Brand Equity For A Tourism Destination (Cbbetd): The Specific Case Of Bandung City, Indonesia," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).
    2. Shanahan, Tyler & Tran, Trang P. & Taylor, Erik C., 2019. "Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 57-65.
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