TY  - JOUR
T1  - TikTok Short-Form Content and Gen Z Community Tourism Intentions in Ho Chi Minh City
A1  - Thuc Ngoc Nguyen
A1  - Khanh Huu Vo
A1  - Tuong Vi Thi Tran
A1  - Si Van Vu
JF  - Journal of Organizational Behavior Research
JO  - J Organ Behav Res
SN  - 2528-9705
Y1  - 2026
VL  - 11
IS  - 3
DO  - 10.51847/CMz3P1E6Wz
SP  - 9
EP  - 21
N2  - Community tourism, a relatively new form of tourism, is currently receiving significant attention from government agencies. In parallel, industry's potential tourists, acting as 'digital natives,' search, research, and consult destinations primarily through social media platforms, with TikTok being the most prominent. The study employed PLS-SEM with a sample of 354 respondents using an online questionnaire. The results indicate that Ethical Value influences Community-Based Tourism Intention through the mediating roles of Perceived Ease of Use, Perceived Usefulness, Time Distortion, and Attention Focus. Conversely, Perceived Ease of Use does not mediate the relationship between Aesthetic Value, Play Value, and Community-Based Tourism Intention. This research opens a new direction by examining how content on social media platforms provides value to users. It also offers practical management implications to help community tourism destination administrators and content creators develop deeper strategies for the TikTok platform, specifically, and social media in general.
UR  - https://odad.org/article/tiktok-short-form-content-and-gen-z-community-tourism-intentions-in-ho-chi-minh-city-miuezyrhbd4ofcm
ER  -