Understanding travel intention formation through TikTok short-form videos: an integrated TAM and ARM approach

Purpose This study aims to investigate the influence of TikTok short-form travel videos on tourists’ travel intention by integrating the technology acceptance model (TAM), affective response model (ARM) and the stimulus–organism–response (SOR) framework. Specifically, it examines how informativeness and social interaction influence perceived ease of use, perceived usefulness and emotional attachment, which in turn drive travel intention. Design/methodology/approach A quantitative survey was conducted with Chinese TikTok users who had a minimum of three months of experience with this platform. Data were collected via online questionnaires, yielding 346 valid responses. The measurement model and structural relationships were tested using SmartPLS 4.0 and SPSS 29.0, including reliability, validity and predictive assessments. Findings The results reveal that informativeness and social interaction significantly enhance perceived ease of use, perceived usefulness and emotional attachment. Emotional attachment acts as a key mediator, complementing TAM constructs in predicting travel intention. Among all predictors, perceived usefulness emerges as the strongest determinant of travel intention, while perceived ease of use also shows a significant effect. Originality/value This study develops an integrated multi-theoretical framework by combining the TAM, ARM and the SOR framework to explain the dual cognitive and affective processes shaping travel intention. By focusing on TikTok, a rapidly expanding short-form video platform, the research provides fresh insights into digital tourism marketing and offers actionable guidance for leveraging emerging media to influence tourist behavior.