An analysis of how short-form video advertising on TikTok affects millennial hotel booking intention

Shuke, An (2024) An analysis of how short-form video advertising on TikTok affects millennial hotel booking intention. Master dissertation/thesis, UTAR.

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Abstract

With the development of social media, short video platforms like TikTok have played an important role in modern consumers' lives, especially in the hotel and tourism industry. This paper examines the impact of TikTok advertisements on the hotel booking intentions of Chinese millennial consumers. The study used the Stimulus-Organism-Response (S-O-R) model to explore how TikTok video elements (engagement, creativity, credibility) influence millennials' hotel booking intentions through consumer engagement. Through the analysis of data from 394 valid questionnaires, the study found that engagement, creativity, and credibility in TikTok advertisements significantly positively affect consumer engagement, which in turn positively affects hotel booking intentions. These findings not only fill the gap in existing research but also provide empirical evidence for hotel marketing strategies. It is suggested that hotels focus on the engagement, creativity, and credibility of video content in TikTok advertisements to attract more millennial consumers.

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