The role of YouTube and Xiaohongshu in shaping UTAR Kampar students’ perceptions of Taiwan tourism: A case study of Chinese-fluent undergraduates

Choo, Angelina Wen Yi (2025) The role of YouTube and Xiaohongshu in shaping UTAR Kampar students’ perceptions of Taiwan tourism: A case study of Chinese-fluent undergraduates. Final Year Project, UTAR.

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Abstract

This study explores how Malaysian audiences rely on social media platforms—particularly YouTube, Xiaohongshu (RED), Instagram, and TikTok—and the content of Taiwanese key opinion leaders (KOLs) to obtain travel information. The research addresses the problem of shifting information-seeking behavior, where young travelers increasingly prioritize influencer-generated content over traditional sources. Guided by the Social Media Engagement Theory and Uses and Gratifications Theory, the study adopts a qualitative approach, using focus group discussions to examine how KOL credibility, relatability, and presentation style influence travel perceptions and decision-making. Findings reveal that Malaysian audiences perceive Taiwanese KOLs as authentic sources of insider cultural knowledge and Malaysian KOLs abroad as cultural bridges, which collectively enhance trust, engagement, and positive destination image. The study concludes that KOL-driven content not only shapes travel preferences but also constructs a sense of familiarity with Taiwan, highlighting the role of social media as a key driver of tourism information and destination branding.

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