THE ROLE OF TIKTOK CONTENT AUTHENTICITY IN SHAPING MALAYSIAN DOMESTIC TOURISTS’ TRAVEL INTENTION

Abstract

The factors influencing customer loyalty among residents in Denai Alam who had gone with Umrah travel The rapid rise of TikTok as a leading social media platform has significantly transformed the way travel information is produced and consumed. This study explores the role of TikTok content authenticity in shaping the travel intentions of Malaysian domestic tourists. With the increasing influence of user-generated content, authenticity has emerged as a crucial determinant of trust, engagement, and decision-making in tourism marketing. Drawing upon the Theory of Planned Behaviour (TPB) and the Source Credibility Model, this research examines how perceived authenticity in TikTok travel videos influences tourists’ attitudes, subjective norms, and perceived behavioural control toward travelling within Malaysia. Data were collected from a sample of Malaysian TikTok users who actively engage with travel-related content. The findings reveal that authentic and relatable TikTok content significantly enhances viewer trust and emotional connection, which in turn positively impacts travel intention. The study highlights the importance for tourism marketers and content creators to prioritise authentic storytelling, real experiences, and transparent communication when promoting destinations on social media. Ultimately, this research contributes to the growing body of knowledge on digital tourism marketing and offers practical insights for leveraging TikTok as an effective platform for encouraging domestic travel in Malaysia

Keywords: TikTok, content authenticity, travel intention, domestic tourism, Malaysia, social media marketing