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  4. Vol 6, Issue 1, 2023

Review of Celebrity Endorsement of Destination: Influencing Factors and Theoretical Models

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DOI: 10.23977/tmte.2023.060102 | Downloads: 12 | Views: 422

Author(s)

Huichan Lin 1, Jinbo Jiang 1

Affiliation(s)

1 Department of Tourism Management, South China University of Technology, Guangzhou, China

Corresponding Author

Huichan Lin

ABSTRACT

As tourism market becomes more and more competitive, it is more and more common for destinations to invite celebrities to endorse destinations, but there are few academic studies on celebrity endorsement of destination. In order to enrich relevant researches, this paper sorted out relevant researches on celebrity endorsement of product and celebrity endorsement of destination. Main contributions of the paper are as follows: (1) It defined concepts of celebrity, celebrity endorser, celebrity endorser of tourism destination; (2) It summarized the effectiveness of celebrity endorsement of destination in relevant studies; (3) It summarized the influencing factors and theoretical models of celebrity endorsement of destination effect, including meaning transfer model, source model, match-up hypothesis, etc. Source credibility model, source attractiveness model, celebrity-destination match-up and celebrity-self match-up are main variables concerned in relevant researches. The paper reviewed the research progress of celebrity endorsement of destinations, which could provide certain reference for future theoretical research and also help to further explore effective ways of celebrity endorsement of destination in practice.

KEYWORDS

Celebrity endorsement, Tourist destination, Source model, Match-up hypothesis

CITE THIS PAPER

Huichan Lin, Jinbo Jiang, Review of Celebrity Endorsement of Destination: Influencing Factors and Theoretical Models. Tourism Management and Technology Economy (2023) Vol. 6: 10-19. DOI: http://dx.doi.org/10.23977/tmte.2023.060102.

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