Please use this identifier to cite or link to this item:
http://hdl.handle.net/11718/24404
Title: | Celebrity endorsements in destination marketing: a three country investigation |
Authors: | Roy, Subhadip Dryl, Wioleta Gil, Lucianade Araujo |
Keywords: | Celebrity endorsements;Destination marketing;Destination advertising;Multi-country exploration;Experimental design |
Issue Date: | 7-Sep-2020 |
Publisher: | Tourism Management |
Citation: | Roy, S., Dryl, W., & de Araujo Gil, L. (2021). Celebrity endorsements in destination marketing: a three country investigation. Tourism Management, 83, 104213. |
Abstract: | The present study extends research on the role of celebrity endorsements in destination marketing by exploring various facets of the effect of celebrity endorsements in destination marketing on the consumer. More specifically, theories of source credibility, congruence, social identity and consumer cosmopolitanism, are used to build research questions that investigate the relative effectiveness of a celebrity endorsed tourism advertisement vis a vis a generic advertisement and the boundary conditions governing the same such as destination type (local/global), celebrity country of origin and consumer level factors. The research questions are addressed using four experimental studies in sequence. The same four experiments are run in three countries with different socio-cultural backgrounds to enhance generalization, with a combined sample size of 1073 respondents. Major findings suggest that a celebrity endorser is effective for a destination advertisement. Significant cross-country differences were observed in consumer affect depending on the choice of celebrity (local or global) and the destination type (i.e., domestic or international). The effects are also moderated by consumer cosmopolitanism. The study has multiple theoretical and managerial implications. |
URI: | https://doi.org/10.1016/j.tourman.2020.104213 http://hdl.handle.net/11718/24404 |
Appears in Collections: | Journal Articles |
Files in This Item:
There are no files associated with this item.
Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.