TikTok as a Travel Inspiration Engine: A Netnographic Study of Indonesian Tourism Content

Abstract

This study examines the role of TikTok as a travel inspiration engine in Indonesian tourism. Using a netnographic approach, data were collected from tourism-related TikTok videos and 30 representative user comments. The analysis explores how visual content, community interaction, emotional engagement, and electronic word-of-mouth shape travel inspiration and destination preferences. The findings indicate that TikTok influences tourism decision-making through visual storytelling, local narratives, cultural pride, community recommendations, and algorithm-driven engagement. The platform functions not only as a marketing channel but also as a collaborative digital environment where users exchange tourism knowledge and construct destination meanings collectively. The study contributes to the literature on digital tourism and social media by demonstrating how user-generated content and online interactions transform tourism inspiration into travel intentions. Practical implications highlight the importance of authentic storytelling, community engagement, and strategic content design for destination marketing organizations and tourism practitioners.