## 4 Results
### Content Consumption on TikTok and Tourist Product Preferences  
As can be seen in Table 5, 43.2% of respondents in the total sample spend up to 30 min a day on TikTok; 35.2% spend between 1 and 2 h a day on TikTok; 11.9% spend between 2 and 3 h a day; and 9.7% spend more than 3 h a day. Most millennials (62.7%) spend up to 30 min a day on TikTok, followed by 29.9% who spend between 1 and 2 h a day; 4.5% spend between 2 and 3 h a day, and only 3.0% more than 3 h a day on the platform. The Centennials sample revealed that 37.3% spend between 1 and 2 h a day on TikTok, 35.5% spend up to 30 min a day, 14.8% spend between 2 and 3 h a day, and 12.4% more than 3 h a day.  
\begin{table}
\begin{tabular}{c c c c} \hline \hline
**Professional Occupation** & **Centenials** & **Millennials** & **Overall Total** \\ \hline Unemployed & 4.1\% & 4.5\% & 4.2\% \\ Student & 46.7\% & 7.5\% & 35.6\% \\ Employee & 24.3\% & 53.7\% & 32.6\% \\ Self-Employed & 2.4\% & 9.0\% & 4.2\% \\ Student worker & 22.5\% & 25.4\% & 23.3\% \\ \hline Total Geral & 100.0\% & 100.0\% & 100.0\% \\ \hline \hline \end{tabular}
\end{table}
Table 4: Professional Occupation of Respondents. Source: Own elaboration.  
\begin{table}
\begin{tabular}{c c c c} \hline \hline
**Education Level** & **Centenials** & **Millennials** & **Overall Total** \\ \hline Elementary Education & 0.0\% & 1.5\% & 0.4\% \\ High School & 27.8\% & 29.9\% & 28.4\% \\ Postgraduate training (Postgraduate. & 21.3\% & 25.4\% & 22.5\% \\ Master’s. Doctorate) & 50.9\% & 43.3\% & 48.7\% \\ \hline Total & 100.0\% & 100.0\% & 100.0\% \\ \hline \hline \end{tabular}
\end{table}
Table 3: The educational level of respondents. Source: Own elaboration.  
In the total sample, respondents say they view tourist content on TikTok \"Often/Frequently\" (34.7%), \"Infrequently\" (39.0%), \"Daily/Very common\" (9.3%), and \"Never/Rarely\" (16.9%). Millennials say they view tourist content on TikTok \"Often/Frequently\" (23.9%), \"Infrequently\" (43.3%), \"Daily/Very common\" (6.0%), and \"Never/Rarely\" (26.9%). The Centennials. in turn. say they view this type of content \"Frequently/Frequently\" (39.1%), \"Infrequently\" (37.3%), \"Daily/Very common\" (10.7%), and \"Never/Rarely\" (13.0%), shown in Table 6.  
When asked which tourist products they feel most influenced to purchase (Tickets to events. Hotel accommodation. Airline tickets. Holiday packages, or excursions), the results of which are presented in Table 7, respondents from the total group responded \"Yes\" to: \"Tickets for events\" (58.1%); followed by \"Hotel accommodation\" (49.2%); Airline Tickets (26.3%); \"Vacation Packages\" (25.0%); and \"Excursions\" (11.0%). Millennials responded \"Yes\" to: \"Hotel accommodation\" (47.8%), followed by \"Event tickets\" (40.3%), \"Vacation Packages\" (28.4%), Airline Tickets (23.9%), and \"Excursions\" (10.5%). Centennials responded \"Yes\" to: \"Event tickets\" (65.1%), followed by \"Hotel accommodation\" (49.7%), Airline Tickets (27.2%), \"Vacation Packages\" (23.7%), and \"Excursions\" (11.2%), according to Table 7.  
\begin{table}
\begin{tabular}{c c c c} \hline \hline
**How Often Do You View** & **Centennials** & **Millennials** & **Overall Total** \\
**Tourist Content on TikTok?** & & & \\ \hline Frequently/Frequently & 39.1\% & 23.9\% & 34.7\% \\ Infrequently & 37.3\% & 43.3\% & 39.0\% \\ Daily/Very common & 10.7\% & 6.0\% & 9.3\% \\ Never/Rarely & 13.0\% & 26.9\% & 16.9\% \\ \hline \hline \end{tabular}
\end{table}
Table 6: Frequency of TikTok content viewing related to tourism. Source: Own elaboration.  
\begin{table}
\begin{tabular}{c c c c} \hline \hline
**How Often Do You Use** & **Centennials** & **Millennials** & **Overall Total** \\
**Social Network TikTok?** & & & \\ \hline Up to 30 min daily & 35.5\% & 62.7\% & 43.2\% \\ Between 1 and 2 h a day & 37.3\% & 29.9\% & 35.2\% \\ Between 2 and 3 h a day & 14.8\% & 4.5\% & 11.9\% \\ More than 3 h a day & 12.4\% & 3.0\% & 9.7\% \\ \hline \hline \end{tabular}
\end{table}
Table 5: TikTok frequency use. Source: Ow elaboration.