The Influence of Tiktok on Food Tourism: Motivations of Malaysian Gen Z Travelers to Visit Penang

Authors

  • Nurul‘ain Mohd Shatar Kolej Komuniti Tangga Batu, Melaka, Malaysia
  • Iwan Hartawan Kiaman Jabatan Pendidikan Tinggi, Kementerian Pengajian Tinggi, Putrajaya, Malaysia
  • Norwani Mohd Nazari Northern University of Malaysia image/svg+xml , Malaysia
  • Nurul Aimi Mohd Azham Kolej Komuniti Kluang, Johor, Malaysia
  • Jeffridzal Ismail Politeknik Sultan Idris Shah, Selangor, Malaysia

DOI:

https://doi.org/10.32890/jeth2026.6.6

Keywords:

TikTok, Push and Pull Factor, Motivation, Gen Z Travellers

Abstract

The primary objective of this study was to identify the push and pull factors that most influence Gen Z travellers to visit a food destination, focusing on Tiktok influence on food tourism. The theory of push and pull factors was discussed. Data were collected through the self-administered approach to domestic Gen Z travellers in several food destination in the Penang area, such as Gurney Drive, George Town, Lebuh Armenian, and Penang Hill. The sample was collected through a convenience sampling method. A total of 384 respondents were involved in this study revealed that there a variety of push and pull factors that motivate Gen Z travellers to visit food tourism destinations. Findings show that Unique Experience is the most significant contribution in push factors in explaining the young traveller to visit a destination. For pull factors, the most influential factor for young travellers to visit a destination is associated with the Scenery / Food Spots & Visual Appeal. For future research, it may suggest to expand and explore more on the factors that may influence Gen Z travellers in choosing food destination. Finally, this study promotes social media influencers and also local authorities to enhance TikTok as a powerful marketing tool by fulfilling the motivations that may drive the domestic Gen Z travellers to visit a food destination.

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Published

31-07-2026

Issue

Vol. 6 (2026): Vol 6, July 2026

Section

Articles

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Copyright (c) 2026 Journal of Event, Tourism and Hospitality Studies

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Mohd Shatar, N., Kiaman, I. H., Mohd Nazari, N., Mohd Azham, N. A., & Ismail, J. (2026). The Influence of Tiktok on Food Tourism: Motivations of Malaysian Gen Z Travelers to Visit Penang. Journal of Event, Tourism and Hospitality Studies, 6, 85-99. https://doi.org/10.32890/jeth2026.6.6

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Identifiers DOI 10.32890/jeth2026.6.6 OpenAlex W7208717500 Semantic Scholar CorpusID 291821516

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