Tiktok Herd : A Significance Study In The Tourism Industry

Authors: Alexandra Yvhonne BELZA, Jeremiah Simon DEL ROSARIO, Alvine Roz FOWLER, Francelline  LAURON, Aj Fares P. LUMABAS and Dr. Rovena I. DELLOVA

Issue: 2021-2022


In the 21st Century, Tourism and Technology are connected. Many social media applications were established that increased tourists’ dependability on social media for their travel decisions. However, one application led the Herd to bring the Tourism Industry back to its pedestal — The TikTok Application. It is a social media application that lets its user make, watch, and share short-term videos captured on mobile devices. It is well known for its engaging and addictive nature because of its tailored feeds of amusing videos paired with music and sound effects. The analysis explores the reasons and social explanations for tourists’ interaction with travel videos on the short-form video-sharing platform – TikTok – to comprehend how involvement with The TikTok Application affects the tourism sector. A Quantitative approach, namely a Descriptive research design, was applied in this study. This descriptive study utilized snowball sampling resulting in 400 Respondents that are TikTok users’ understanding of the TikTok application using the survey questionnaire. The gathered data from the respondents helped in giving more knowledge and information to the study, which helped it improve even more. Most respondents answered that the TikTok application was a helpful platform for tourism destinations for either gaining information or affecting and helping with their travel decisions. The study showed that the TikTok app as an instrument to promote the Philippines’ tourism industry would help reach larger audiences that can influence them when it comes to traveling. The findings revealed that the TikTok Application positively impacts the Tourism Industry. It allows the users to be knowledgeable about tourism information, and also it showcases the Tourism Destination in the comfort of their homes thru the screen of their mobile phones. The researchers concluded that the TikTok application is a powerful marketing tool, making it an excellent platform for attracting new tourists.

Keywords: Philippines ; Social Media ; TikTok Application ; Tourism Industry ; 21st Century