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Celebrity endorsement in tourism: Attention, emotional arousal and familiarity
Tourism Management ( IF 12.7 ) Pub Date : 2023-03-21 , DOI: 10.1016/j.tourman.2023.104750
Biqiang Liu, Brent Moyle, Anna Kralj, Yaoqi Li

Celebrity endorsement in tourism is utilised by global marketing practitioners to attract tourists to visit destinations. Despite this, studies are yet to assess the efficacy of two specific types of celebrity endorsement, a celebrity from the host country (host celebrity) vs. a celebrity from the country-of-origin (origin celebrity). Utilising the match-up hypothesis, this research applied a quasi-experimental design, consisting of a mixed method approach, which combined eye-tracking and self-report data. Convergent results across three studies demonstrate that an origin celebrity elicits a higher intention to visit, mediated by the emotional arousal evoked from the endorsement. Eye-tracking analysis demonstrated that an origin celebrity elicits a higher degree of visual attention and emotional arousal when the advertised scenery is familiar. However, this promotion effect disappears in unfamiliar scenery. This research contributes to an evolving debate on celebrity endorsement in tourism, revealing the psychological and physiological mechanisms underpinning the effectiveness of destination marketing campaigns.



中文翻译:

旅游名人代言:注意力、情感唤起和熟悉度

全球营销从业者利用旅游名人代言来吸引游客游览目的地。尽管如此,研究尚未评估两种特定类型的名人代言的效果,即来自东道国的名人(东道国名人)与来自原籍国的名人(原籍名人)。利用匹配假设,本研究采用了一种准实验设计,包括一种混合方法,结合了眼动追踪和自我报告数据。三项研究的趋同结果表明,出身名人会引发更高的访问意愿,这是由代言引起的情绪唤起所调节的。眼动追踪分析表明,当广告中的风景熟悉时,出身名人会引起更高程度的视觉关注和情绪唤起。然而,这种促进作用在陌生的风景中消失了。这项研究推动了关于旅游名人代言的不断演变的辩论,揭示了支撑目的地营销活动有效性的心理和生理机制。

更新日期:2023-03-21
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