The Influence of TikTok Micro-Influencers on Hotel Selection in Ireland

Borosi, Deby Christiani (2025) The Influence of TikTok Micro-Influencers on Hotel Selection in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines how TikTok micro-influencers affect hotel booking intentions among Zennials (Gen Z and Millennials) in Ireland. While social media reshapes hospitality marketing, TikTok stands out for influencing younger audiences through short-form, authentic content. Micro-influencers, admired for their niche knowledge and relatability are growing in popularity among hotels, however, little research has explored their impact on TikTok, or the whole consumer journey. This research utilised a qualitative, interpretivist methodology, comprising semi-structured interviews with Zennial TikTok users who follow travel micro-influencers.

Using the Theory of Planned Behaviour (TPB), the study assessed how attitudes, subjective norms, and perceived behavioural control allow for booking intentions to be formed. Findings show that content which was visually engaging and emotionally resonant, increased trust, while peer validation, and visibility due to an algorithm provided social pressures and made decision making easier. This research focuses on TikTok, Zennials, and hospitality in Ireland, as well as extending the TPB to a platform specific area of research, providing implications and recommendations for hotel marketers. Furthermore, this research discusses the important role of authenticity, emotional engagement, and interactivity as determinant factor of consumer behaviour in digital hospitality marketing.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, David UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry J Political Science > JN Political institutions (Europe) > Ireland H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 11:06
Last Modified:	14 Feb 2026 11:06
URI:	https://norma.ncirl.ie/id/eprint/9137

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