The article discusses the application of the Technology Acceptance Model (TAM) in predicting consumer behavior towards short video platforms in tourism marketing, such as TikTok. Despite prior research in tourism focusing on destination image and tourist satisfaction, there is a notable lack of studies exploring how digital content marketing influences tourist behavior. Given the growing significance of engaging short video content in attracting user interest and intention to travel, the article advocates for the ongoing evolution of the TAM to account for these emerging dynamics in consumer technology acceptance.
The Technology Acceptance Model (TAM) effectively predicts consumers’ adoption of new technologies like short videos for tourist marketing, though it requires continuous updates.
Short video platforms such as TikTok have revolutionized tourism marketing, making the analysis of driving factors in digital content marketing increasingly relevant.
Collection
[
|
...
]