From Tik Tok to Destination: The Power of UGC in Travel Decisions

Basilio-Buendia C.; Munayco-Abanto L. · Smart Innovation, Systems and Technologies (2026) · DOI: 10.1007/978-3-032-16284-7_43

Resumen

The rise of TikTok as a platform for user-generated content has transformed how travelers discover and choose their tourist destinations, particularly appealing to younger audiences due to its visual format and wide reach. However, there remains a gap in understanding how this content influences travel decisions. This study aims to analyze the impact of user-generated content (UGC) videos on TikTok on the perception of credibility and usefulness of tourism information, as well as how these perceptions shape attitudes toward UGC and information adoption, ultimately influencing the intention to visit destinations. Using a quantitative approach and structural equation modeling (SEM), we analyzed a total of 420 valid responses. The results indicate that user-generated content on TikTok significantly affects the perception of credibility, which, in turn, influences the formation of positive attitudes and the subsequent intention to visit destinations. This research contributes to the Information Adoption Model (IAM) in digital environments, especially within the context of short video platforms. It also provides practical recommendations for tourism marketing strategies. The findings emphasize the importance of creating authentic and useful content in the tourism decision-making process, particularly in the age of visual social networks. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Peruana de Ciencias Aplicadas