From Screen to Scene: The Role of Social Comparison in Driving Millennials’ Travel Intentions via TikTok Travel Reels

Given the growing influence of social media on consumer behaviour, particularly in the tourism sector, it is imperative to comprehend how emerging platforms such as TikTok impact travel-related decision-making. This study examines the impact of TikTok travel reels on the travel intentions of millennials, highlighting the mediating effect of social comparison. This study utilises a quantitative methodology, employing a structured questionnaire administered to millennial TikTok users. Data was analysed using SmartPLS4.1.0.2 software. The findings display that millennials’ travel intentions are significantly influenced by exposure to TikTok travel reels. Additionally, this influence is substantially mediated by social comparison. The current study makes a novel contribution by including social comparison as a mediator in the association between exposure to TikTok travel reels and the Millennials’ Travel Intentions, a relationship that hasn't gotten much empirical attention in the existing tourism literature. Furthermore, our results present useful insights for content creators and destination marketers.