Digital transformation has reshaped how people communicate, access information, and make decisions. For Generation Z, TikTok has become more than a source of entertainment. Its personalized content, engaging visuals, and emotional storytelling have made the platform an influential source of information and inspiration, including when it comes to choosing travel destinations.

This shift presents new opportunities for tourism marketing. As Preisler’s study highlights, destination promotion is increasingly moving beyond traditional media toward authentic, personalized visual narratives delivered by influencers.

But how influential are social media and influencers in shaping tourists’ decisions?

Dr. Algooth Putranto, S.P., M.I.Kom., C.Med., a lecturer in the Communication Studies Program at Universitas Dian Nusantara (UNDIRA), explores this question through research on digital tourism marketing. The study identifies three key factors: influencer credibility, TikTok content quality, and electronic word of mouth (e-WoM).

These elements act as external stimuli that shape audience perceptions and can ultimately encourage the intention to visit a destination.

Focusing on tourism promotion in Bali, the research involved 344 Generation Z respondents aged 21–27 who had visited destinations inspired by content they encountered on TikTok. Using the Stimulus-Organism-Response (S-O-R) framework and Partial Least Squares Structural Equation Modeling (PLS-SEM), the researchers examined how digital stimuli influence audiences through emotional attachment, FOMO (fear of missing out), and self-identification.

Interestingly, the findings suggest that destination visit intentions do not always require a lengthy internal process. In some cases, compelling content can trigger an immediate desire to visit. This reflects the characteristics of Generation Z’s digital media consumption, which tends to be visual, fast-paced, and highly responsive to engaging content.

Influencer credibility also plays an important role. Beyond providing information, influencers can establish parasocial relationships with their audiences, creating a sense of familiarity and personal connection that may influence destination choices.

These findings provide a fresh perspective on the classical S-O-R theory, showing that digital tourism marketing can generate behavioral responses not only through internal psychological processes but also through the immediate impact of compelling content and communication.

For tourism managers and social media specialists, the message is clear: effective digital tourism marketing requires more than attractive destinations. Credible influencers, quality content, and authentic digital conversations can turn curiosity into travel intentions.

For those curious about how communication, digital media, and human behavior intersect, the Communication Studies Program at Universitas Dian Nusantara offers an opportunity to explore these dynamics through both theory and real-world research.

Turn your curiosity about social media and digital communication into the first step toward your future career with UNDIRA.