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O impacto do TikTok na intenção de viajar dos consumidores portugueses
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Abstract(s)
Com a crescente influência das redes sociais na sociedade atual, o TikTok destaca-se pela sua abordagem inovadora e visualmente apelativa, que tem vindo a alterar a forma como os utilizadores descobrem e planeiam as suas viagens. Através de vídeos curtos e envolventes, a plataforma oferece um novo espaço para a promoção de destinos turísticos, o que influencia diretamente a intenção de viajar dos utilizadores.
O TikTok proporciona uma experiência imersiva, potenciada por influenciadores digitais e conteúdos visualmente atrativos. No entanto, marcas e destinos turísticos enfrentam o desafio de criar conteúdos que não só captam a atenção, mas que também transmitem confiança e relevância. A personalização oferecida pelo algoritmo da plataforma e a capacidade dos vídeos se tornarem virais são fundamentais para despertar o desejo de explorar novos destinos, com a confiança no conteúdo e o prazer proporcionado pelos vídeos a desempenharem papéis cruciais na decisão de viajar.
Esta dissertação investiga a questão: "De que forma é que o conteúdo de viagens no TikTok influencia a intenção de viajar dos consumidores portugueses?". Para responder a esta questão, foi adotada uma metodologia quantitativa, com um questionário direcionado a utilizadores portugueses do TikTok que consomem conteúdos de viagens. Com uma amostra de 143 participantes, foram analisadas algumas características dos vídeos – os influenciadores digitais, a confiança no conteúdo, a qualidade visual, a compreensão do conteúdo e o prazer proporcionado.
Os resultados mostram que os influenciadores digitais, a confiança no conteúdo e o prazer proporcionado pelos vídeos têm um impacto significativo na intenção de viajar. Por outro lado, a qualidade visual e a compreensão do conteúdo não se destacaram como fatores influentes. Este estudo contribui para a percepção de como o TikTok molda o comportamento dos consumidores no turismo e sublinha a importância das redes sociais no marketing digital deste setor.
With social media's growing influence in today's society, TikTok stands out for its innovative and visually appealing approach. This approach has been changing how users discover and plan their trips. The platform creates a new space for promoting tourist destinations through short and engaging videos, directly influencing users' intention to travel. TikTok provides an immersive experience, enhanced by digital influencers and visually attractive content. However, brands and tourist destinations face the challenge of creating content that captures attention and conveys trust and relevance. The personalization offered by the platform’s algorithm and the viral potential of its videos are crucial in sparking the desire to explore new destinations, with content trustworthiness and the pleasure provided by the videos playing key roles in the decision to travel. This dissertation investigates the following question: "How does travel content on TikTok influence the travel intention of Portuguese consumers?" A quantitative methodology was adopted to answer this question, using a questionnaire targeted at Portuguese TikTok users who consume travel-related content. With a sample of 143 participants, the study analyzed the main features of the videos– digital influencers, trust in the content, visual quality, comprehensibility, and the pleasure provided. The results show that digital influencers, trust in the content, and the video's pleasure significantly impact the intention to travel. On the other hand, visual quality and comprehensibility did not stand out as influential factors. This study contributes to a better understanding of how TikTok shapes consumer behavior in tourism and highlights the importance of social media in digital marketing for this sector.
With social media's growing influence in today's society, TikTok stands out for its innovative and visually appealing approach. This approach has been changing how users discover and plan their trips. The platform creates a new space for promoting tourist destinations through short and engaging videos, directly influencing users' intention to travel. TikTok provides an immersive experience, enhanced by digital influencers and visually attractive content. However, brands and tourist destinations face the challenge of creating content that captures attention and conveys trust and relevance. The personalization offered by the platform’s algorithm and the viral potential of its videos are crucial in sparking the desire to explore new destinations, with content trustworthiness and the pleasure provided by the videos playing key roles in the decision to travel. This dissertation investigates the following question: "How does travel content on TikTok influence the travel intention of Portuguese consumers?" A quantitative methodology was adopted to answer this question, using a questionnaire targeted at Portuguese TikTok users who consume travel-related content. With a sample of 143 participants, the study analyzed the main features of the videos– digital influencers, trust in the content, visual quality, comprehensibility, and the pleasure provided. The results show that digital influencers, trust in the content, and the video's pleasure significantly impact the intention to travel. On the other hand, visual quality and comprehensibility did not stand out as influential factors. This study contributes to a better understanding of how TikTok shapes consumer behavior in tourism and highlights the importance of social media in digital marketing for this sector.
Description
Keywords
TikTok Intenção de viajar Redes sociais Marketing de conteúdo Marketing de influência Content marketing Social media Influencer marketing