ManuScript Details
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Paper Id:
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IJARW2376
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Title:
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MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 6 |
| Pages: |
29
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| Published On: |
12/28/2024 4:40:38 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Aizel Ann S. Alguaras |
| Institute: |
Central Mindanao University |
Co - Author Details
| Author Name |
Author Institute |
| Collene Kryll B. Traqueña |
Central Mindanao University |
| Lory Jean O. Lasaca |
Central Mindanao University |
| Annie Fritce A. Aballe |
Central Mindanao University |
| Erika Summer L. Hebra |
Central Mindanao University |
| Jasper Keinth Y. Perez |
Central Mindanao University |
Abstract
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Research Area:
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marketing |
| KeyWord: |
TikTok, customer engagement, hospitality industry |
| Abstract: |
This study explored the motivational factors influencing hospitality management students' engagement with TikTok and how these motivations relate to their social media behaviors. Specifically, it examined key motivational factors, including Entertainment Motive, Personal Identity Motive, Social Interaction Motive, and Information Motive, and their impact on students' activities on the platform. The study measured students' levels of liking, sharing, and commenting on content, using tools such as Mean, Standard Deviation, Pearson’s Correlation Coefficient (r), and ANOVA. The sample size, calculated via the Raosoft formula with a 5% margin of error, was 230 respondents drawn from a population of 568 hospitality students using purposive sampling. The results revealed that entertainment was the dominant motivational factor, followed by informational motives, emphasizing TikTok’s role in providing leisure and educational content. Social interaction motives remained consistent across demographics, while personal identity motives were more prominent among younger students seeking self-expression. Passive engagement, including liking content, was the most frequent behavior, driven by simplicity and psychological gratification. Active engagement, namely commenting, was less common due to barriers like fear of judgment and a toxic comment culture. The study concludes that TikTok is an effective platform for engaging younger audiences, particularly second-year students and females in the hospitality industry, offering significant potential for businesses and educational institutions to deliver targeted, engaging content. Recommendations include using TikTok’s features to enhance student learning, promote safer online interactions, and optimize content strategies. Future research should explore TikTok’s influence on consumer behavior and conduct cross-platform comparisons. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Aizel Ann S. Alguaras, Collene Kryll B. Traqueña, Lory Jean O. Lasaca, Annie Fritce A. Aballe , Erika Summer L. Hebra, Jasper Keinth Y. Perez, "MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY", International Journal Of All Research Writings,
vol. 6, no. 6, pp. 380-408, 2024.
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MLA
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Aizel Ann S. Alguaras, Collene Kryll B. Traqueña, Lory Jean O. Lasaca, Annie Fritce A. Aballe , Erika Summer L. Hebra, Jasper Keinth Y. Perez "MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY." International Journal Of All Research Writings,
vol 6, no. 6, 2024, pp. 380-408.
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APA
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Aizel Ann S. Alguaras, Collene Kryll B. Traqueña, Lory Jean O. Lasaca, Annie Fritce A. Aballe , Erika Summer L. Hebra, Jasper Keinth Y. Perez (2024). MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY. International Journal Of All Research Writings,
6(6), 380-408.
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MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY
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MOTIVATIONAL FACTORS ON STUDENT ENGAGEMENT WITH TIKTOK IN THE HOSPITALITY INDUSTRY
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