TikTok in Young Adults' Travel Planning: examining TikTok's influence as an inspiration tool on travel planning among young adults
Tuominen, Mea; Sippo, Anna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018667
https://urn.fi/URN:NBN:fi:amk-2025053018667
Tiivistelmä
The aim of the thesis was to research whether young adults use or benefit from TikTok in travel planning. The study investigated what kind of travel content young adults consume on TikTok, and whether they use the content they find on TikTok when planning a trip or already when they are travelling. The study is topical, as TikTok is quickly growing popularity among young people. The app is also constantly and actively evolving.
The research was conducted using a quantitative research method, using a Webropol online survey and was shared on social media. The survey was conducted by 176 people who were part of the focus group of the study. As the data was analysed, some interesting observations were made by the respondents.
The results show that TikTok is not the only app or platform where people look for information or inspiration for travel, but it is still popular. A sizeable proportion of respondents said they use TikTok when looking for inspiration or information for their travels. Some also use TikTok while they are travelling. In general, a large majority of respondents would like to see transparent and genuine travel content on TikTok that could be used in the future. The results of the survey show that TikTok has enormous potential for tourism businesses and destinations to reach young adults.
The research was conducted using a quantitative research method, using a Webropol online survey and was shared on social media. The survey was conducted by 176 people who were part of the focus group of the study. As the data was analysed, some interesting observations were made by the respondents.
The results show that TikTok is not the only app or platform where people look for information or inspiration for travel, but it is still popular. A sizeable proportion of respondents said they use TikTok when looking for inspiration or information for their travels. Some also use TikTok while they are travelling. In general, a large majority of respondents would like to see transparent and genuine travel content on TikTok that could be used in the future. The results of the survey show that TikTok has enormous potential for tourism businesses and destinations to reach young adults.