How does celebrity involvement influence travel intention? The case of promoting Chengdu on TikTok

This study examines the predicting effect of celebrity involvement on destination authenticity (object-based authenticity and existential authenticity) and hence travel intention in the context of TikTok tourism promotional videos. Data collected from 225 survey respondents indicated that celebrity...

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Detalles Bibliográficos
Autores principales: Zhu, Chris, Hoc Nang Fong, Lawrence, Gao, Huicai, Buhalis, Dimitrios, Shang, Ziye
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2022
Materias:
Original Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9363850/
http://dx.doi.org/10.1007/s40558-022-00233-w
Descripción
Sumario:This study examines the predicting effect of celebrity involvement on destination authenticity (object-based authenticity and existential authenticity) and hence travel intention in the context of TikTok tourism promotional videos. Data collected from 225 survey respondents indicated that celebrity involvement increases perceived destination authenticities (object-based and existential authenticity) and hence travel intention after watching TikTok celebrity videos. Furthermore, destination authenticities mediate the positive relationship between celebrity involvement and travel intention. The findings contribute to knowledge about social media marketing in tourism literature by blending authenticity theory and celebrity involvement in the context of TikTok celebrity promotions. Meaningful implications are provided for destination marketers.

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