{"title":"A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia","authors":"Aaron Tham, Shu-Hsiang (Ava) Chen, Levi Durbidge","doi":"10.1177/14687976231218483","DOIUrl":null,"url":null,"abstract":"Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke’s Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.","PeriodicalId":47199,"journal":{"name":"Tourist Studies","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2023-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourist Studies","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14687976231218483","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke’s Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.
期刊介绍：
Tourist Studies is a multi-disciplinary journal providing a platform for the development of critical perspectives on the nature of tourism as a social phenomenon through a qualitative lens. Theoretical and multi-disciplinary. Tourist Studies provides a critical social science approach to the study of the tourist and the structures which influence tourist behaviour and the production and reproduction of tourism. The journal examines the relationship between tourism and related fields of social inquiry. Tourism and tourist styles consumption are not only emblematic of many features of contemporary social change, such as mobility, restlessness, the search for authenticity and escape, but they are increasingly central to economic restructuring, globalization, the sociology of consumption and the aestheticization of everyday life. Tourist Studies analyzes these features of tourism from a multi-disciplinary perspective and seeks to evaluate, compare and integrate approaches to tourism from sociology, socio-psychology, leisure studies, cultural studies, geography and anthropology. Global Perspective. Tourist Studies takes a global perspective of tourism, widening and challenging the established views of tourism presented in current periodical literature. Tourist Studies includes: Theoretical analysis with a firm grounding in contemporary problems and issues in tourism studies, qualitative analyses of tourism and the tourist experience, reviews linking theory and policy, interviews with scholars at the forefront of their fields, review essays on particular fields or issues in the study of tourism, review of key texts, publications and visual media relating to tourism studies, and notes on conferences and other events of topical interest to the field of tourism studies.
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