TikTok queues in tourism

Abstract

This study provides one of the first empirical investigations into the relation between TikTok exposure and TikTok queues (the formation of on-site queues at tourist locations). This addresses a critical gap in understanding how social media content translates into observable tourist behavior. Empirical evidence on the relationship between social media content, perceived attractiveness of tourist places, and queues remains limited. This study examines a conceptual research model where perceived authenticity, social norms, anticipated regret, and social media videos are associated with tourists’ perceived attractiveness of tourist places and queuing behaviour. Survey data was collected from 147 tourists waiting in line at five food places in Amsterdam, measuring perceived attractiveness and its potential determinants. Three types of perceived attractiveness were identified, which are primarily associated with perceived authenticity and trust in social media videos. Anticipated regret and social norms show weak associations with perceived attractiveness. The findings enhance understanding of social media-driven tourist behaviour and provide recommendations for social media managers to actively manage the perceived attractiveness of tourist places.