Abstract
The purpose of this study is to empirically assess the mediating effects of the impact of the perceived image of celebrity endorsers on tourists' intentions to visit, using celebrity-endorsed print advertisements for travel destinations. The results indicate that celebrity endorsers have a significant impact on people's attitudes and visit intentions, thus verifying the mediating effects of this variable. The study also provides clues to what extent celebrity-endorsed advertisements differ from nonendorsed advertisements and explores such differences in terms of destination match-up between native and nonnative celebrity-endorsed advertisements.
| Original language | English |
|---|---|
| Pages (from-to) | 211-224 |
| Number of pages | 14 |
| Journal | Journal of Travel Research |
| Volume | 53 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 1 Jan 2014 |
Keywords
- celebrity endorsement
- destination marketing
- print advertisements
- structural equation modeling
ASJC Scopus subject areas
- Geography, Planning and Development
- Transportation
- Tourism, Leisure and Hospitality Management