THE INFLUENCE OF TIKTOK MARKETING ENGAGEMENT ON CUSTOMER BOOKING INTENTION: A STUDY OF FIFTY4FERNS RESORT, KG. JANDA BAIK

Tengku Ixora Natasya Tengku Ismail; Nur Syahira binti Abd Latif

doi:10.33102/hcds1517

Authors

Tengku Ixora Natasya Tengku Ismail Faculty of Computers, Media, and Technology Management, University College TATI (UC TATI), Kemaman, Terengganu, Malaysia Author
Nur Syahira binti Abd Latif Faculty of Computers, Media, and Technology Management, University College TATI (UC TATI), Kemaman, Terengganu, Malaysia Author

DOI:

https://doi.org/10.33102/hcds1517

Keywords:

TikTok marketing content, emotional engagement, booking intention, tourism marketing, S-O-R framework 1.0

Abstract

The rapid development of short-form video platforms has significantly transformed the way consumers discover, evaluate, and engage with tourism destinations. Among these platforms, TikTok has become an influential digital marketing tool that enables hospitality businesses to communicate experiences through visual storytelling, emotional appeals, and social interaction. However, limited understanding remains regarding how different types of TikTok marketing content influence customer booking intention through psychological processes, particularly within the eco-tourism context. Therefore, this study aims to examine the influence of TikTok marketing content on customer booking intention by investigating the mediating role of emotional engagement in the context of Fifty4Ferns Resort, Janda Baik, Pahang.This study employed a qualitative case study approach using two data collection methods: mini content analysis of selected TikTok videos uploaded by Fifty4Ferns Resort and semi-structured interviews with six active TikTok users who frequently consume tourism- related content. The collected data were analysed using thematic analysis to identify patterns related to informational content, entertainment and emotional content, social influence content, emotional engagement, and booking intention. The findings reveal that TikTok marketing content influences consumer decision-making through a psychological process involving information evaluation, emotional connection, and behavioural consideration. Informational content enhances confidence by providing clarity and reducing uncertainty, while entertainment and emotional content generates stronger emotional responses through visual storytelling and imagined travel experiences. Social influence content further strengthens trust through authenticity and social validation. The study confirms that emotional engagement acts as a critical mechanism that transforms TikTok content exposure into customer booking intention. This study contributes to digital tourism marketing literature by extending the application of the Stimulus–Organism–Response (S-O-R) framework within the TikTok environment. Practically, the findings provide insights for hospitality businesses to develop experience-driven marketing strategies that prioritise emotional connection, authenticity, and meaningful consumer engagement.

Downloads

Download data is not yet available.

References

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.

Chin, C. H., & Wong, W. P. M. (2022). Exploring the impact of social media marketing on tourism destination marketing and revisit intention: The extension of Stimulus-Organism-Response (S-O-R) model. Studies of Applied Economics, 40(2). https://doi.org/10.25115/eea.v40i2.6848

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel,

Huang, S.-C., Silalahi, A. D. K., & Eunike, I. J. (2024). Exploration of moderated, mediated, and configurational outcomes of tourism-related content (TRC) on TikTok in predicting enjoyment and behavioral intentions. Human Behavior and Emerging Technologies, 2024, Article 2764759. https://doi.org/10.1155/2024/2764759

Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, 808525.

Kim, J. S., Goh, B. K., Zhao, T., & Lee, T. (2026). Understanding travel intention formation through TikTok short-form videos: An integrated TAM and ARM approach. Journal of Hospitality and Tourism Technology. https://doi.org/10.1108/JHTT-09-2025-0755

Li, K., & Rui, L. (2025). The impact of short-form videos on tourist travel intention toward cities: An integrated theory of planned behavior and elaboration likelihood model approach. Humanities and Social Sciences Communications, 12, Article 1997. https://doi.org/10.1057/s41599-025-06300-x

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.

Schoner-Schatz, L., Hofmann, V., & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing & Management, 22, Article 100661. https://doi.org/10.1016/j.jdmm.2021.100661

Shen, Y., Du, J., Liu, Y., & Peng, J. (2024). The effect of social presence on user's participation willingness under tourism live streaming. International Journal of Tourism Research, 26, e2777. https://doi.org/10.1002/jtr.2777

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2022). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 46(5), 1541–1564.

Wang, Y., & Yu, J. (2022). The role of social media in online consumer decision-making: A stimulus–organism–response perspective. Journal of Retailing and Consumer Services, 68, 103074.

Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14, 1069050. https://doi.org/10.3389/fpsyg.2023.1069050