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All Journal AGRIEKONOMIKA
Rahman, M Shadiqur
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Enhancing agro-tourism through travel inspiration and hedonic motivation on visit intention Sa'adah, Siti Lailatus; Maulidah, Silvana; Asmara, Rosihan; Rahman, M Shadiqur
Agriekonomika Vol 14, No 2: October 2025
Publisher : Department of Agribusiness, Faculty of Agriculture, Universitas Trunojoyo Madura, Indonesi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/agriekonomika.v14i2.28364

Abstract

The proliferation of short-form videos, especially on platforms like TikTok, has become a powerful tourism marketing tool, influencing travelers' decisions and intentions. This study examines how the characteristics of these videos affect visit intentions, with travel inspiration and hedonic motivation as mediators, and openness to experience as a moderator. Using convenience sampling, 174 active TikTok users were surveyed and analyzed through partial least squares. The results show that short-form videos significantly influence travel inspiration, which in turn positively impacts hedonic motivation and travel intention. Travel inspiration also mediates the effect of short-form videos on both hedonic motivation and travel intention. Furthermore, openness to experience enhances the relationship between short-form videos and travel intention. All eight hypotheses tested were found to have a positive and significant effect, indicating that short-form videos effectively shape travel decisions through various motivational factors.
Co-Authors Rosihan Asmara Sa'adah, Siti Lailatus Silvana Maulidah