Impact of the Perceived Image of Celebrity Endorsers on Tourists' Intentions to Visit

Robert van der Veen, Haiyan Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

52 Citations (Scopus)

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 languageEnglish
Pages (from-to)211-224
Number of pages14
JournalJournal of Travel Research
Volume53
Issue number2
DOIs
Publication statusPublished - 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

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