International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Impact of Digital Video Marketing within the Context of TikTok in the Tourist Industry in Vietnam

  • Eun-Mi Lee (Department of Global Business Administration, Dongseo University) ;
  • Pham Thi Quynh Anh (Department of Business Administration, Dongseo University)
  • Received : 2024.05.10
  • Accepted : 2024.05.22
  • Published : 2024.08.31
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Abstract

Tourism is a crucial sector in Vietnam, benefiting significantly from the surge in short video content and the rapid growth of TikTok, a popular new social media platform with a large daily user base. This study explores how digital video marketing factors on TikTok, such as perceived enjoyment, credibility, interactivity, and subtitling, affect users' awareness of destinations and their intention to visit. The findings indicate that perceived enjoyment, interactivity, and subtitling positively influence destination awareness, which in turn impacts the visit intention of TikTok users.

Keywords

Acknowledgement

This work was supported by Dongseo University, "Dongseo Frontier Project" Research Fund of 2023.

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