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tham-et-al-2023-a-pentadic-analysis-of-tiktok-marketing-in-tourism-the-case-of-penang-malaysia1.08 MB
Published VersionCC BY-NC V4.0, Open Access
Journal article
A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia
Tourist Studies, Vol.24(1), pp.75-103
2024
Appears in UniSC Supported Open Access Outputs
Abstract
Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke's Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.
Details
- Title
- A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia
- Authors
- Aaron Tham (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesShu-Hsiang (Ava) Chen (Author) - Xi’an Jiaotong-Liverpool UniversityLevi Durbridge (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Tourist Studies, Vol.24(1), pp.75-103
- Publisher
- Sage Publications Ltd.
- Date published
- 2024
- DOI
- 10.1177/14687976231218483
- ISSN
- 1741-3206; 1468-7976
- Copyright note
- © The Author(s) 2023. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre
- Language
- English
- Record Identifier
- 99982797802621
- Output Type
- Journal article
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