THE INFLUENCE OF TIKTOK ON FOOD TOURISM: MOTIVATIONS OF MALAYSIAN GEN Z TRAVELERS TO VISIT PENANG

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.