Visiting Intentions toward Theme Parks: Do Short Video Content and Tourists’ Perceived Playfulness on TikTok Matter?

TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers’ behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers’ visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management.