Abstract
The purpose of this study is to investigate the influence of TikTok''s tourism information quality on the image of Seoul tourist attractions and intention to visit, establish research hypotheses based on the research model, and verify the hypotheses through empirical analysis. The findings, first, the vividness and usefulness of TikTok''s tourism information quality features have a significant effect on the image (cognitive image and emotional image) of Seoul''s tourist attractions. Second, cognitive image and affective image have a significant effect on visit intention. Third, affective and cognitive image mediated the relationships between vividness and intention to visit, and usefulness and intention to visit. The results of this study provide some valuable insights into the use of TikTok for tourism marketing.
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