Creative Content Strategies for Camping Marketing Communication on TikTok: A Comparative Case Study

Abstract

This research aimed to 1) examine content presentation patterns in camping marketing communication on TikTok, 2) investigate creative content strategies for camping marketing communication on TikTok, and 3) compare these strategies across three camping content channels. This study employed a qualitative case study methodology. Three key informants were selected through purposive sampling. Data were collected from September to November 2025 using in-depth interviews and content analysis of 15 video clips via a coding sheet comprising three variables: content type (C), message (M), and language (L). The findings revealed that camping content on TikTok predominantly combined inspirational content (C2) and educational content (C3), communicating place and atmosphere (M3) and personal experience (M4) through informal language (L2). Common strategies across all channels included designing messages to communicate within the first 3-5 seconds, emotional communication, and using authentic experience as a storytelling foundation. Notable differences were found between creator channels, which emphasized personal identity, and business channels, which focused on service information. The findings suggest that camping content creators should design concise messages that communicate effectively within the opening seconds of a clip, while maintaining continuous audience interaction, in order to enhance marketing communication effectiveness on the TikTok platform.