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Influence of TikTok and Celebrity on Intention to Visit Tourist Destinations: Case Study in Ho Chi Minh City, Vietnam
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Author(s): Le Thi My Danh (FPT University, Ho Chi Minh City, Vietnam), Nguyen Quynh Anh (FPT University, Ho Chi Minh City, Vietnam), Ly Thanh Truc (FPT University, Ho Chi Minh City, Vietnam), Nguyen Thi Thu Thao (FPT University, Ho Chi Minh City, Vietnam), Dinh Thi Bich Phuong (FPT University, Ho Chi Minh City, Vietnam)and Le Thi Thu Huong (FPT University, Ho Chi Minh City, Vietnam)
Copyright: 2026
Pages: 28
Source title:
Contemporary Drivers of Economic Behavior and Digital Transformation
Source Author(s)/Editor(s): Syed Quaid Ali Shah (School of Business and Management, Hong Kong University of Science and Technology (HKUST), Hong Kong)and Syed Emad Azhar Ali (Department of Management, Universiti Teknologi PETRONAS, Malaysia)
DOI: 10.4018/979-8-3373-6701-9.ch006
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Abstract
This chapter focuses on the role of TikTok and the influence of celebrities on tourists' intention to visit promoted tourist destinations. An online survey was conducted with over 240 young people aged 18 to 25 in Ho Chi Minh City, Vietnam. Participants were further exposed to celebrity TikTok videos promoting tourist attractions before answering a structured survey questionnaire. Results of quantitative analysis using SPSS research methodology found stronger attachment to TikTok celebrities positively predicted perceived social presence and higher state of presence. Furthermore, social presence and state of presence were positively correlated with enjoyment of travel content. Finally, enjoyment showed a positive relationship with intention to visit the recommended destinations. The findings contribute new evidence on how celebrity engagement and engaging viewing experiences on TikTok combine to drive travel intentions. Additionally the chapter helps highlight the importance of strategic social media market marketing partnerships in tourism promotion.
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