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.
- celebrity endorsement
- destination marketing
- print advertisements
- structural equation modeling
ASJC Scopus subject areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management