The Impact of Tik Tok Video Marketing on Tourist Destination Image Cognition and Tourism Intention

Abstract

As new mobile social platform, Tik Tok APP has changed the way potential tourists get information. From the perspective of tourists' perception, the study empirically studies the impact of Tik Tok on tourists' destination image perception and tourism intention. The results show that Tik Tok affects tourists' perception of destination image and tourism intention, among which interactive marketing plays a more significant role in the impact of short video marketing on image perception; as far as the impact of tourism intention is concerned, the effect of urban architecture and delicacy is more significant. On this basis, the paper puts forward some directional suggestions for tourism destination marketing through Tik Tok.