Celebrity endorsements raised with short-form travel videos have nurtured a new channel for tourism destinations. The present paper aims to identify the features of endorsers and the influencing factors of endorsement effectiveness in short-form travel videos scenarios via two studies. Employing parasocial interaction theory and match-up hypothesis theory, Study 1 constructed the comprehensive image of the destination celebrity and identified the celebrity's self-image characteristic attributes via content analysis. Adopting regression analysis, Study 2 examined the relationship between endorsers' self-image traits and destination endorsement effectiveness. The findings provide theoretical and managerial implications for tourism celebrity endorsement and destination marketing in the social media context.

名人代言短片旅游视频为旅游目的地培育了新渠道。本文旨在通过两项研究来确定短篇旅游视频场景中的代言人特征以及代言效果的影响因素。研究一采用准社会互动理论和匹配假设理论，构建目的地名人的综合形象，并通过内容分析识别名人的自我形象特征属性。采用回归分析，研究 2 检验了代言人的自我形象特征与目的地代言效果之间的关系。研究结果为社交媒体背景下的旅游名人代言和目的地营销提供了理论和管理启示。