Abstract:
1. Introduction
Short video platforms are digital platforms where users can create, share,
and view brief video clips ranging from a few seconds to a few minutes.
TikTok is the most popular short video platform. However, understanding
the factors affecting the attitude towards the short video platforms remains
underexplored. The present study's objective is to investigate the factors
affecting travelers' attitudes toward short video platforms (SVPs).
2. Research Methodology
The present study utilized a deductive approach and quantitative survey
research design to investigate the application of the Unified Social Learning
Theory (SLT) and Technology Acceptance Model (TAM). A purposive
sampling technique was employed to distribute structured questionnaires
to 384 individual travelers who use TikTok as a short video platform in the
Western Province of Sri Lanka. The proposed hypotheses were empirically
tested using multiple regression analysis in the SPSS 25 version.
3. Finding and Discussion
The results indicate that perceived Usefulness, Perceived Ease of Use, and
Perceived Enjoyment have a significant positive impact on attitudes
towards short video platforms. Then, researchers can find other positive
factors as well.
4. Conclusion and Implications
This study emphasizes the pivotal role of SVPs. The tourism and hospitality
industry can utilize these insights to develop more marketing strategies to
attract the customers. They can provide the relevant data with limited time
and enhance the travel experience for their customers.
