The impact of TikTok short video factors on tourists’ behavioral intention among Generation Z and Millennials: The role of flow experience

• Congying Liu ,

  Roles Conceptualization, Data curation, Investigation, Methodology, Writing – original draft, Writing – review & editing

  * E-mail: liu_congying@gsgsg.uum.edu.my

  Affiliation School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, Sintok, Malaysia

  https://orcid.org/0009-0007-5709-3323

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• Mingdi Jiang,

  Roles Conceptualization, Methodology, Writing – review & editing

  Affiliation Forge Business School, College of Mobile Communication, Chongqing, China

  https://orcid.org/0009-0003-1467-3724

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• Zulqarnain Arshad Muhammad

  Roles Conceptualization, Formal analysis, Writing – original draft, Writing – review & editing

  Affiliation School of Business Management, College of Business, Universiti Utara Malaysia, Sintok, Malaysia

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