Observational analysis shows enhanced willingness to engage in rural tourism through TikTok videos, highlighting the importance of destination image perception.
Rural tourism plays a crucial role in driving the sustainable development of rural economies. With the rise of the digital economy, user-generated content (UGC) videos on platforms such as TikTok have become a significant factor influencing consumer decision-making, creating new opportunities for the growth of rural tourism. Using the TikTok app as the research platform, this study examines the relationship between UGC short videos, tourists' intentions to engage in rural tourism, and their perception of destination image. Specifically, it explores the impact of UGC short videos on tourists' willingness to participate in rural tourism and the mediating role of destination image perception. The findings indicate that UGC short videos positively influence tourists' willingness to engage in rural tourism. Destination image perception mediates this relationship, shaping tourists' decisions through cognitive and emotional image perceptions. Based on these findings, this paper recommends rural tourism destination managers enhance promotional strategies and improve destination image perception through UGC short video content.
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Wang et al. (2025) studied this question.
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