Author(s)

Zhang Nan ¹

Affiliation(s)

¹ City University Malaysia, Kuala Lumpur, Malaysia

Corresponding Author

Zhang Nan

ABSTRACT

In recent decades, China has experienced rapid economic expansion and urbanization, providing a rich resource base for the growth of tourism. The tourism industry in China offers a wide range of attractions and services, making it an attractive destination for international and domestic tourists. However, the impact of tourism on the local economy and environment is significant, and it is crucial to evaluate the sustainability of tourism development. This article aims to explore the role of electronic word-of-mouth (eWOM) in influencing tourists' purchase intentions in the Chinese tourism industry. eWOM refers to the online reviews, ratings, and recommendations shared by tourists through various digital platforms. It has become an important source of information for tourists when making travel decisions. The quality, quantity, and valence (positive or negative) of eWOM can significantly affect tourists' purchase intentions. Therefore, understanding the impact of eWOM on tourists' purchase intentions is crucial for the sustainable development of the Chinese tourism industry.

KEYWORDS

Electronic word-of-mouth; Tourism industry; Purchase intention; TikTok

CITE THIS PAPER

Zhang Nan, TikTok-Based Evaluation of Consumer Purchase Intentions in Tourism. Tourism Management and Technology Economy (2023) Vol. 6: 96-104. DOI: http://dx.doi.org/10.23977/tmte.2023.060714.

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