Abstract
The rapid growth of social media has fundamentally transformed the manner in which young adults seek information, engage with content, and make decisions. This study aims to investigate the factors influencing the use of TikTok for travel-related decision-making, drawing on Uses and Gratification Theory (UGT) and the Technology Acceptance Model (TAM). Employing a qualitative research design to gain in-depth insights into the motivations and meanings young adults attribute to using TikTok in travel decision-making, data were collected through semi-structured interviews with participants aged 18 to 35. Findings revealed that perceived usefulness, realistic content, ease of use, and trustworthiness were among the most significant motivational factors in travel decision-making. It is imperative for tourism stakeholders to engage with social media platforms, as user-generated content shapes perceptions of destinations and influences young travellers' destination choices. Implications include the necessity for tourism marketers to create authentic, credible, and relatable TikTok content that resonates with young travellers. This study contributes to ongoing debates regarding social media, specifically examining how TikTok influences young adults' travel-related decision-making. Further research could compare TikTok with other social media platforms in greater detail.