Celebrity Endorsement Influence on Destination Image

Marković, Ivana; Radosavljević, Gordana; Borisavljević, Katarina

doi:10.2478/ngoe-2022-0024

Cited by 2 publications

(2 citation statements)

References 27 publications

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“…Trang et al (2023) believe that destination image is a key determinant of tourist destination choice and loyalty formation. Marković et al (2022) believe that abstract destination image affects the decision-making process of tourists, influencing their intention to visit, revisit and recommend. Therefore, positive destination image is considered as one of the key factors for destination success.…”

Section: Literature Review Research On Tourism Destination Imagementioning

confidence: 99%

Web Text Analysis of Image Perception of Tourist Destinations

Tang,

Ayob,

Puah

et al. 2024

IJAREMS

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This study aims to analyze tourist perceptions of Jinan, China, as a travel destination using text analysis to create tourism products that attract visitors. In the context of the evolving social economy, tourism image plays a crucial role in market competitiveness. Leveraging the internet era, this research collects and analyzes tourist evaluation data from online platforms. Focused on Jinan City, the study employs a "cognitive-emotional" model to analyze online text, exploring tourists' cognitive, emotional, and overall perceptions of Jinan's tourism image. Findings reveal that Daming Lake and Baotu are key cognitive images, with tourists expressing high satisfaction with tourism resources, environment, and activities, reflecting positive emotions overall. The study identifies Jinan's overall image perception as "Spring City," characterized by positive sentiments. By clarifying the gap between tourists' perceptions and Jinan's tourism image positioning as "spring water + culture," the study offers strategies to enhance Jinan's tourism image and contribute to sustainable tourism development.

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Section: Literature Review Research On Tourism Destination Imagementioning

confidence: 99%

Web Text Analysis of Image Perception of Tourist Destinations

Tang,

Ayob,

Puah

et al. 2024

IJAREMS

View full text Add to dashboard Cite

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“…Seiler and Kucza (2017) described the source credibility model as a theory that analyzes celebrity testimonial advertising and celebrity endorsement in which celebrities are used to enhance source credibility. When the perceived celebrity's professionalism is higher, consumers demonstrate greater acceptance of the celebrity's recommendations (Markovi c et al, 2022), resulting in better advertising effectiveness. Admittedly, credibility has a positive effect on the persuasiveness of a message (Harmon and Coney, 1982), but the process is complex (Sternthal et al, 1978).…”

Section: Celebrity Endorsers' Attractiveness and Credibility And Thei...mentioning

confidence: 99%

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

Fan,

Fu,

Jiang

2023

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Purpose This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. Design/methodology/approach An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Findings Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. Practical implications First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. Originality/value To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

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Celebrity Endorsement Influence on Destination Image

Cited by 2 publications

References 27 publications

Web Text Analysis of Image Perception of Tourist Destinations

Web Text Analysis of Image Perception of Tourist Destinations

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

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