Exploring Gender Perspectives: Douyin's Influence on Theme Park Selection for China's Generation Y Travelers

Abstract

This study applies the extended Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine Generation Y tourists' intentions to use Douyin during a theme park visit. Data from 732 Chinese Generation Y users were collected and analysed using partial least squares structural equation modelling (PLS-SEM) with multi-group analysis (MGA). The four newly introduced variables perceived value, perceived playfulness, trustworthiness, and attractiveness emerged as significant predictors of visit intention for female Generation Y users, but not for males. Conversely, traditional UTAUT variables such as performance expectancy, effort expectancy, and social influence have a stronger impact on the decision-making process for male users compared to females. The findings have important marketing implications, identifying the theme park attributes that appeal more to young Chinese women than to men when selecting a theme park on Douyin. These insights can help theme park managers develop more targeted brand marketing strategies on the platform.