| Abstract: |
This study explores how TikTok influences destination choices among users in
Bosnia and Herzegovina, (BiH) using an extended UTAUT2 model that integrates
perceived trust. Through an online survey conducted in 2024 (N = 327; valid
cases = 229) and analysis via PLS-SEM, the research examines cognitive,
motivational, and trust-based determinants of intention and actual use.
Results show that perceived trust, hedonic motivation, and habit significantly
shape behavioral intention, whereas performance expectancy, effort expectancy,
social influence, and facilitating conditions do not. Overall, reliance on
TikTok in travel decision-making is driven more by credibility, enjoyment, and
habitual engagement than by utilitarian factors. The study validates an
extended UTAUT2 framework in a Southeastern European context and offers
practical guidance for destination marketing organizations, underscoring the
value of trustworthy, engaging, and peer-driven short-form video content. |