From Tiktok to Travel: The Influence of User Experience in Information System (IS) Service Quality and Digital Engagement Shape Gen Z’s Food Tourism Intentions in Malaysia

Abstract

Food and social media have risen in popularity with posting and sharing amongst younger generations. Modern youth represent a level of expertise or comfort with technology. This paper aims to analyse and compare food-tourism sharing behavior in TikTok across. Adopting a quantitative research approach a response from the sample of 315 respondents will be collected among the online consumer which is primary data obtained through questionnaires. The sampling technique was a purposive sampling technique. The data collection method used in this research is allocating an opinion poll online using Google Forms. The findings of this research will be beneficial to tourism marketers in Malaysia by delivering insights into Gen Z’s food travel behavior on TikTok, which empower them to grow in strategies in the direction of entice young travelers indirectly boost the branding of food tourism destinations.