The influence of Tiktok-based digital information on glamping visit intention in Indonesia: Mediating destination image and moderating tourist emotions

Abstract

The rapid rise of TikTok as a dominant social media platform has transformed how travelers discover and engage with tourism destinations, particularly in emerging tourism niches such as glamping. This study examines the influence of TikTok-based User-Generated Content (UGC) and Electronic Word of Mouth (E-WOM) on tourists’ visit intention toward glamping destinations in West Java, Indonesia. Grounded in the Stimulus–Organism–Response (SOR) framework, the study investigates the mediating role of destination image and the moderating effect of tourist emotions, offering a more nuanced understanding of digital influence in tourism behavior. A quantitative method was employed using an online survey administered to 384 TikTok users with prior glamping experience. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including bootstrapping procedures to evaluate both mediation and moderation effects. The findings indicate that both UGC and E-WOM have a significant impact on destination image and visit intention. Destination image fully mediates the relationship between UGC and visit intention, and partially mediates the effect of E-WOM. Moreover, tourist emotions significantly moderate these indirect relationships, amplifying the influence of digital content on behavioral outcomes. Notably, the path from destination image to visit intention becomes considerably stronger when moderated by emotional responses, underlining the affective dimension of travel decision-making. This study contributes theoretically by extending the SOR model within a social media tourism context and provides practical insights for destination marketers. Encouraging emotionally resonant and visually compelling content on platforms like TikTok can enhance destination image and trigger stronger visit intentions. For glamping operators and tourism boards, promoting user engagement and emotionally rich storytelling may prove essential for gaining competitive advantage.