Celebrity endorsements in destination marketing: A three country investigation

Roy, Subhadip; Dryl, Wioleta; Gil, Luciana de Araújo

doi:10.1016/j.tourman.2020.104213

Cited by 52 publications

(25 citation statements)

References 84 publications

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“…It is an effective choice for a company to use the celebrity effect to carry out marketing activities to gain a competitive advantage [6,14]. Specific to tourism and hospitality, celebrities have become essential sources for shaping a destination's image [27] or enhancing a brand's equity [28].…”

Section: Celebrity Endorsement Effectsmentioning

confidence: 99%

“…However, the theoretical study of the celebrity effect in a tourism context is still at the initial stage [9]. Furthermore, there is little existing tourism research about the relationship between celebrity effects and consumer behavior [14]. Accordingly, the relationship between celebrity effects and consumer behaviors needs further research in different situations [15].…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

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Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

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Section: Celebrity Endorsement Effectsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

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“…One perspective views the attributes of the endorser. Roy et al (2021) revealed the possible impact of celebrity country of origin on the attitude and intention of tourists. Glover (2009) argued that the celebrity image may influence the destination awareness and decision making of tourists.…”

Section: Literature Review Celebrity Endorser In Destination Marketingmentioning

confidence: 99%

“…The celebrity endorser is an effective way for destination marketing to capture the attention of potential tourists and act as a differentiator (van der Veen, 2008). Prior studies revealed that the celebrity endorser would be more effective in forming the attitude of audiences and facilitating their visit intention than generic advertisements (Roy et al, 2021). Although the role of the attributes or personality of celebrity endorsers on destination image and visit intention has attracted extensive scholarly attention (Lee et al, 2008;Van der Veen and Song, 2014;Yen and Teng, 2015;Xu and Pratt, 2018;Kim et al, 2019), its influence on generating the place attachment of potential tourists are relatively lacking (Chen, 2018).…”

Section: Introductionmentioning

confidence: 99%

Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Shang

Luo

2021

Front. Psychol.

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Place attachment has been identified as effective marketing strength to enhance destination competitiveness. However, little research explored the formation mechanism of the place attachment of potential tourists and the role of celebrity endorsers. This study aims to identify the influence mechanism of the credibility of endorsers on place attachment. Various theories from different research fields were introduced to explore the mediating effect of destination attitude, para-social relationships, and destination source credibility between endorser credibility and the place attachment of potential tourists. The famous destination endorser in China, Tenzin, was chosen as the case. A quantitative method was adopted. The research model was examined by a survey sampling size of 367 respondents. The covariance-based structural equation model analysis revealed that the credibility of the endorser exerts a positive influence on the destination attitude of potential tourists, para-social relationship with the endorser, and destination source credibility. These three constructs have a positive effect on their place attachment. The results showed that the credibility of the endorser has a significant indirect influence on place attachment. This study extends the current literature of forming the place attachment of potential tourists from the perspective of the personal characteristics of the destination endorser. The findings shed light on how the credibility of the endorser could form place attachment through enhancing the destination attitude, credibility, and para-social relationships of potential tourists. This study provides several practical implications for destination marketing.

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“…Penggunaan endorser dalam pemasaran sebuah produk terbukti memberikan hasil yang positif terhadap intensi konsumen atas sebuah merek yang memberikan endorse terhadap tokoh tersebut (Silvera & Austad, 2004). Penelitian lainnya juga menunjukkan bahwa bentuk promosi yang menggunakan endorser lebih efektif dalam mempengaruhi sikap konsumen terhadap suatu produk dibandingkan dengan pemasaran generik (Roy et al, 2021). Strategi celebrity endorsement memiliki efek yang besar dalam mengiklankan suatu produk, karena jangkauan yang dimiliki oleh endorser terhadap para pengikutnya.…”

Section: Pengantarunclassified

Presentasi diri influencer dalam product endorsement di instagram

Irnando

Irwansyah

2021

Indonesian Journal of Communications Studies

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Transformation of technology has developed a new place for business activity known as social commerce, where Instagram has become the most popular social commerce. In promoting products through social media, mereks often use endorsers in product endorsement. Macro influencers who have broad audience range and unique self-presentation are proven to give positive impact towards product endorsement. The effectiveness leads to a new question, how do macro influencers present themselves in a product endorsement post? This research is conducted to answer that question. The method that is used in this research is a qualitative method to identify influencer self-presentation in product endorsement. Results of this research shows that influencers do not use a different self-presentation in product endorsement. The influencer put the endorsement strategy on their post. Another finding shows that mereks have some deals in self-presentation of influencers within a product endorsement post.

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Celebrity endorsements in destination marketing: A three country investigation

Cited by 52 publications

References 84 publications

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Presentasi diri influencer dalam product endorsement di instagram

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