Tourists’ Perceptions and Intended Behavior Thanks to Celebrity Endorsement: Antetokounmpo Invites You to Santorini with Aegean Airlines

Salamoura, Maria; Giannopoulos, Antonios A.; Moumouri, Foteini

doi:10.1007/978-3-030-36126-6_96

Cited by 2 publications

(3 citation statements)

References 27 publications

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“…In Tanzania, the current study found celebrities influence the local tourists' intentions to travel to tourism destinations. The findings are in line with Lee et al (2008), Yen and Teng (2015), Salamoura et al (2020), Zhu et al (2022) and Lou (2022). Impliedly, celebrities have the power to influence the decisions of their social media followers.…”

Section: Discussionsupporting

confidence: 76%

“…Few empirical works on tourism destinations have established the link between celebrity involvement and travel behaviour (Lee, Scott, & Kim, 2008;Van der Veen & Song, 2014;Yen & Croy, 2016;Yen & Teng, 2015). Some studies have reported a positive relationship between celebrity involvement and behavioural intentions (Lee et al, 2008;Salamoura, Giannopoulos, & Moumouri, 2020;Yen & Teng, 2015). In contrast, others have reported that celebrity involvement did not always lead to behavioural intentions (Ohanian, 1991;Stafford, Stafford, & Day, 2002).…”

Section: Introductionmentioning

confidence: 99%

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The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

Kara

2024

IHR

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PurposeAlthough previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and centrality in influencing tourists’ intention in the context of developing countries such as Tanzania remains largely unaddressed. This study, therefore, examined the relationship between celebrity involvement and domestic tourists' intentions to visit tourist attractions, attitude being the mediating variable.Design/methodology/approachA questionnaire was self-administered on a convenient sample of 279 domestic tourists in the Tanzania’s four largest regions, namely, Dar es Salaam, Mbeya, Arusha and Mwanza. Employing a quantitative research approach, structural equation modelling was performed to test the cause-and-effect relationships between celebrity involvement and tourists’ intentions before testing the mediating role of attitude in such a relationship. Confirmatory factor analysis was also performed to test the measurement models.FindingsAttraction emerged to be the main determinant of the celebrity dimension that significantly influenced domestic tourists’ travel intentions, whereas attitude partially mediates such a relationship. Moreover, Bongo Fleva musicians, particularly Diamond Platnumz, one of the leading celebrities in this genre, were found to influence most of the respondents’ travel intentions – he posted a picture on his Instagram account of him touring the Serengeti National Park.Research limitations/implicationsThe study focused on domestic tourists residing in four of the Mainland Tanzania’s largest regions, hence excluding those residing on the islands of Unguja and Pemba. Due to cultural differences, including the islands not only could unleash new perspectives on celebrity involvement dimensions but also could have introduced new determinants of travel intentions.Practical implicationsThis study offers guidance to tourism businesses on designing their marketing campaigns that they should harness celebrity’s attractive qualities effectively. The focus should be directed not only towards linking destinations with celebrities but also on stimulating positive perception of those destinations, aligning with the attitudes of their followers.Social implicationsThe study has set out a new perspective for researchers, practitioners and tourism businesses to refine their promotional strategies and for academicians to gain a deeper understanding of visitor behavioural intention dynamics.Originality/valueThis study has proposed and verified that attraction is a dominant determinant compared to self-expression and centrality in explaining tourists’ travel intentions and attitudes, which play a significant role in explaining such a relationship. Although the study employed a modified theory of planned behaviour in a celebrity involvement study, the findings have broadened the understanding and its applicability in the context of a developing country.

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Section: Discussionsupporting

confidence: 76%

Section: Introductionmentioning

confidence: 99%

The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

Kara

2024

IHR

View full text Add to dashboard Cite

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“…The destination image plays an important role in this model, and some places have a higher risk of natural disasters such as tsunami or earthquakes. The intention to travel might even be influenced by a celebrity endorsement [13]. Overall, since the 1980s, Santorini in particular had been experiencing an enormous growth of tourists coming to the island every year.…”

Section: Tourist Intentions and Dependency On Travel And Tourism In Greece And Santorinimentioning

confidence: 99%

The Impact of COVID-19 on Hospitality Industry in Greece and Its Treasured Santorini Island

2021

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This paper focuses on the dynamic of the recent upheaval in the tourism and hospitality sector due to the COVID-19 epidemic in Greece and Santorini island. It uses the case study of a country one-fourth of whose GDP consists of tourism. We compare the available statistical data showing the change in variables in the previous years with 2020 and look into the new challenges and opportunities posed by the drop in the numbers of visitors and flights. We focus mainly on the economic and social impact on the destination and possible future scenarios for further development in the area. Data show a significant effect of the pandemic on multiple variables, such as the long-term trend of the importance of tourism sector in GDP in Greece, the number of flights and visitors to Greece and Santorini island, and the contribution of tourism and travel to GDP. Based on the available data, we also construct three foresight scenarios that describe the possible futures for Santorini island in terms of the pandemic evolution. These scenarios may help various stakeholders and policymakers to be better prepared for different developments that may appear.

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Tourists’ Perceptions and Intended Behavior Thanks to Celebrity Endorsement: Antetokounmpo Invites You to Santorini with Aegean Airlines

Cited by 2 publications

References 27 publications

The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

The Impact of COVID-19 on Hospitality Industry in Greece and Its Treasured Santorini Island

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