Playful TikTok videos: investigating the role of mental imagery in customers’ social media sharing and destination attitude

Purpose This research explores how playful TikTok video content influences customers’ attitudes towards travel destinations and their intention to share. It examines the role of mental imagery in shaping these responses and investigates how perceived novelty moderates the relationship between playfulness and mental imagery. Design/methodology/approach We conducted a scenario-based online survey using an actual video from a real Chinese influencer, with 701 tourists participating. In the second study, we used an experimental research design and created a video specifically for the experiment, where we manipulated the playfulness of the content, involving 402 participants. Findings The results show that the playfulness of TikTok videos enhances mental imagery, which mediates the positive effect on customers’ attitudes and sharing intentions. Novelty further strengthens the impact of playfulness on mental imagery, highlighting the importance of both factors in destination marketing. Research limitations/implications Data were collected in mainland China, where the travel short video content was shared by the blogger. Future research should validate these findings with travellers from different countries and destinations, expanding the understanding of consumer engagement on social media for destination marketing. Practical implications This research has significant implications for creating destination marketing strategies on TikTok. Marketing managers and influencers should prioritise crafting playful video content while considering the unique appeal and novelty of the travel destination. This approach is crucial for fostering active customer engagement online. Originality/value This research advances our understanding of how playfulness and novelty in TikTok videos influence mental imagery, impacting consumer attitudes and behaviour. It contributes to destination marketing by highlighting the mediating role of mental imagery and the moderating effect of novelty in shaping customer responses and sharing intentions.