Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention

Drawn upon Telepresence theory, this study aims to identify the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the short video experience. Survey results show that existential authenticity fosters user attachment to celebrity and then travel intention, but has no impact on telepresence which is also not related to travel intention; Furthermore, celebrity attachment enhances travel intention. Although existential authenticity has no effect on telepresence, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study offers insights to both scholars and practitioners, informing strategies for enhancing destination competitiveness through TikTok marketing campaigns.

Automated summary

Based on Telepresence theory, this study examines the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the context of short video experience. The findings indicate that existential authenticity contributes to celebrity attachment and subsequently influences travel intention, while telepresence has no direct impact on travel intention. Moreover, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study provides valuable insights for scholars and practitioners, guiding TikTok marketing campaigns to enhance destination competitiveness.