Citation:
[Editor:] Gadžo, Amra [Editor:] Klapić, Hidajet [Conference:] 9th Scientific Conference with International Participation "Economy of Integration" (ICEI 2025) [Title:] Regenerative and Digital Economy: Southeastern Europe's Path to Sustainable Competitiveness [Series:] 9th Scientific Conference with International Participation ''Economy of Integration'' (ICEI 2025) - Conference Proceedings [URL:] http://icei.ba/wp-content/uploads/2026/06/Ver-7-ICEI2025_Zbornik-radova_KONACNA-VERZIJA_slanje.pdf [Publisher:] University of Tuzla Faculty of Economics [Place:] Tuzla [Year:] 2025 [Pages:] 157-168
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.
