Journal
JOURNAL OF TRAVEL RESEARCH
Volume 53, Issue 2, Pages 211-224Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0047287513496473
Keywords
celebrity endorsement; destination marketing; print advertisements; structural equation modeling
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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.
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