The Effect of TikTok Short Videos on British Generation Z Decision-Making to Visit Saudi Arabia for Leisure Tourism

Abstract

This research explores the impact of TikTok short videos on British Generation Z’s decision-making process regarding leisure tourism to Saudi Arabia. With the rise of social media as a powerful tool for influencing consumer behavior, especially in the tourism sector, this study investigates the role of TikTok content in shaping the perceptions and travel intentions of British Gen Z, a demographic known for its heavy engagement with social media platforms. Specifically, the research focuses on how different types of TikTok content—positive, negative, entertainment-focused, and cultural—affect the image of Saudi Arabia as a leisure tourism destination and influence Gen Z's decision to visit. The theoretical foundation of the study is based on two prominent psychological models: the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM). The TPB framework is used to analyze how attitudes, social norms, and perceived behavioral control shape Gen Z’s behavioral intentions to visit Saudi Arabia. In contrast, the ELM focuses on the routes of persuasion (central and peripheral) to explain how TikTok content may influence users’ perceptions and decisions, depending on their level of cognitive engagement and involvement with the content. Together, these models help explain how social media content can drive changes in attitude and behavior, particularly in the context of tourism decision-making. The study employs a quantitative research design, utilizing an experimental approach. A total of 390 participants from the UK, all of whom belong to Gen Z (aged 18–28), were recruited through Prolific, an online data collection platform. These participants were randomly divided into five groups, with four experimental groups and one control group. Each experimental group was exposed to a different type of TikTok content: Group 1 watched a positive video about Saudi Arabia, Group 2 watched a negative video, Group 3 watched an entertainment-focused video, and Group 4 watched a cultural video. The control group was not exposed to any video content. All participants completed a structured questionnaire before and after the intervention, which measured their prior knowledge of Saudi Arabia, cognitive and affective images of the destination, and their intention to visit. Data collection was carried out using the Qualtrics platform, and the results were analyzed through SPSS using various statistical techniques, including mixed between-within subjects ANOVA, mediation analysis, and moderation analysis. These methods were chosen to test the nine hypotheses outlined in the study, which revolve around the influence of TikTok content on travel intentions, the mediating role of the perceived image, and the moderating effects of prior knowledge and involvement with TikTok content. The results of the study reveal several key findings. First, the type of TikTok content significantly influences British Gen Z’s travel intentions and perceptions of Saudi Arabia. Positive TikTok content about Saudi Arabia, such as a video featuring Cristiano Ronaldo discussing his positive experience in the country, significantly increased participants’ intention to visit. In contrast, negative content, such as an interview with an individual comparing Saudi Arabia unfavorably to Canada in terms of professional freedom, had a negative impact on travel intentions. Entertainment-focused content, showcasing fun activities and scenic shots of Aseer Province, had the strongest positive effect on both the perceived image of Saudi Arabia and the intention to visit, confirming the hypothesis that entertainment-related content has a stronger influence than other types of content. The study also confirms the mediating role of the perceived image of Saudi Arabia. Participants who viewed positive or entertainment-focused videos reported a more favorable cognitive and affective image of the country, which in turn increased their intention to visit. Conversely, those exposed to negative content reported a less favorable image, which decreased their travel intentions. This mediating effect highlights the importance of destination image in shaping travel decisions, particularly when potential tourists rely on user-generated content from social media platforms like TikTok. Moderation analysis further revealed that prior knowledge and involvement with TikTok content play significant roles in moderating the relationship between content valence and travel intention. Surprisingly, participants with higher prior knowledge of Saudi Arabia showed stronger reactions to both positive and negative content, suggesting that those who are more familiar with the country are more influenced by the type of content they encounter. Similarly, participants with higher involvement in TikTok content showed stronger intentions to visit Saudi Arabia after watching positive or entertainment-focused videos, indicating that higher engagement with the platform enhances the impact of the content. In conclusion, this study demonstrates the powerful influence of TikTok content on British Gen Z’s perceptions and travel intentions towards Saudi Arabia. Positive and entertainment-focused content can significantly enhance the destination’s image and increase the likelihood of attracting tourists from this demographic. On the other hand, negative content can harm the destination’s image and deter potential visitors. These findings suggest that Saudi Arabia’s tourism sector, in line with Vision 2030, can benefit greatly from strategically leveraging TikTok and other social media platforms to promote its leisure tourism offerings. By creating engaging, visually appealing, and culturally rich content, the Kingdom can attract a larger share of British Gen Z travelers, further diversifying its tourism sector and boosting its international appeal.