Visiting Intentions toward Theme Parks: Do Short Video Content and Tourists’ Perceived Playfulness on TikTok Matter?

TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because relationship between and customers’ behavioral intentions long been a topic discussion in hospitality industry, purpose this study was to look into potential determinants visiting toward Universal Studios Beijing on short video platforms such TikTok. In addition, descriptive analysis also conducted show demographic basic characteristics sample. The findings revealed that interaction, informativeness, trust had significant effects perceived usefulness, well influences related from ease use, playfulness. This filled research gaps TikTok studies based extended technology acceptance model (TAM) explored playfulness theme park. can contribute formulation operational marketing strategies by park marketers, help internet vloggers content creation development, provide suggestions local governments tourism destination management.