By /

Sasha Ajmiri

Influencing Travel Decision on TikTok: The Role of Information Democracy and Community Building in the Digital Age

Biography

My name is Sasha, and I am graduating from the Professional Communication program at Toronto Metropolitan University. Throughout my undergraduate studies, I have gained three years of experience working in the non-profit sector, specifically at the Diversity Institute at Ted Rogers School of Management and the Experiential Learning Hub at TMU’s Centre for Excellence in Learning and Teaching. These experiences allowed me to build a solid foundation in content creation and digital strategy, while supporting community-driven initiatives. My experience working in community-based roles inspired me to explore how TikTok has become a catalyst for community-building in the digital age. 

Details of Project

This study examines the transformative role of TikTok in shaping consumer travel decisions. As a visually driven platform, TikTok has become a key tool for travel marketing, blending influencer-driven content, user-generated reviews, and educational resources. This research explores how TikTok democratizes access to travel information and influences the travel behaviors of Generation Z.

A content analysis was conducted on 40 TikTok videos across five categories: budget-friendly travel, solo travel safety, LGBTQ+ and POC travel experiences, community-driven travel, and overtourism. Each category included eight videos, totaling 40 videos analyzed. Additionally, five user comments per video were examined, resulting in a dataset of 200 comments. This analysis identified recurring themes such as trust in shared information, the influence of travel content on decision-making, and the role of TikTok in shaping perceptions.

 

Lightning talk

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