TikTok Tourist Vlogs: Their Impact on Travel Decisions in Manila

This study investigates the impact of TikTok tourist vlogs on travel decision-making among visitors to Manila, Philippines. With the rise of social media as a tool for information dissemination and influence, TikTok has emerged as a significant platform where travel content is widely consumed, especially by younger audiences. Unlike traditional travel media, TikTok vlogs are typically user-generated, visually engaging, and highly accessible, often portraying authentic and spontaneous experiences that resonate with viewers. This research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with both local and foreign travelers who have engaged with TikTok content before or during their visits to Manila. The findings reveal that TikTok vlogs play a considerable role in shaping tourist preferences, including the selection of destinations, food establishments, and cultural experiences. The relatability of vloggers, the concise format of the content, and the algorithm- driven exposure to trending locations contribute to TikTok’s persuasive power. Moreover, travelers are found to trust peer-generated content more than conventional advertisements, viewing TikTok as a source of real-time, grassroots-level travel advice. This study highlights the implications for local tourism stakeholders, suggesting a need to adapt marketing strategies to align with current digital trends. By leveraging TikTok as a promotional tool, tourism authorities and businesses in Manila can enhance visibility, attract tech-savvy travelers, and promote lesser-known destinations within the city. Ultimately, the study underscores the evolving dynamics of tourist behavior in the digital age and the growing influence of social media platforms in the tourism sector.