旅游业 TikTok 营销的五元分析：马来西亚槟城案例

IF 3.3 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourist Studies Pub Date : 2023-12-16 DOI:10.1177/14687976231218483

Aaron Tham, Shu-Hsiang (Ava) Chen, Levi Durbidge

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引用次数: 0

摘要

一些旅游目的地已经加入了 TikTok 的行列，以探索消费者的反应和旅游意向的动机，尽管这些调查主要局限于时间点调查。本研究以马来西亚槟城为例，通过分析目的地管理机构、旅游影响者和其他参与目的地 TikTok 竞赛的游客所产生的内容，为旅游业中有关 TikTok 的知识的匮乏做出了贡献。借鉴伯克的五元分析法，研究结果揭示了不同用户以目的地为背景上演短视频表演的社会学互动。研究强调了理论和管理方面的意义，为旅游业当前和未来的 TikTok（再）展示实践提供了参考，并说明了如何以独特的方式利用该平台与不同的目标市场和利益相关者进行社会互动。

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A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia

Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke’s Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.

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来源期刊

Tourist Studies HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.90

自引率

4.20%

发文量

期刊介绍： Tourist Studies is a multi-disciplinary journal providing a platform for the development of critical perspectives on the nature of tourism as a social phenomenon through a qualitative lens. Theoretical and multi-disciplinary. Tourist Studies provides a critical social science approach to the study of the tourist and the structures which influence tourist behaviour and the production and reproduction of tourism. The journal examines the relationship between tourism and related fields of social inquiry. Tourism and tourist styles consumption are not only emblematic of many features of contemporary social change, such as mobility, restlessness, the search for authenticity and escape, but they are increasingly central to economic restructuring, globalization, the sociology of consumption and the aestheticization of everyday life. Tourist Studies analyzes these features of tourism from a multi-disciplinary perspective and seeks to evaluate, compare and integrate approaches to tourism from sociology, socio-psychology, leisure studies, cultural studies, geography and anthropology. Global Perspective. Tourist Studies takes a global perspective of tourism, widening and challenging the established views of tourism presented in current periodical literature. Tourist Studies includes: Theoretical analysis with a firm grounding in contemporary problems and issues in tourism studies, qualitative analyses of tourism and the tourist experience, reviews linking theory and policy, interviews with scholars at the forefront of their fields, review essays on particular fields or issues in the study of tourism, review of key texts, publications and visual media relating to tourism studies, and notes on conferences and other events of topical interest to the field of tourism studies.