How Celebrity Endorsement Affects Travel Intention: Evidence From Tourism Live Streaming-Reference-Cited by-同舟云学术

How Celebrity Endorsement Affects Travel Intention: Evidence From Tourism Live Streaming

Published:2024-05-12 Issue: Volume: Page:
ISSN:1096-3480
Container-title:Journal of Hospitality & Tourism Research
language:en
Short-container-title:Journal of Hospitality & Tourism Research

Author:

Zhang Lin¹^ORCID,Shi Da²^ORCID,Huang Zixuan¹,Zhang Aixia¹,Zhang Bingchao³

Affiliation:

1. School of Tourism and Hotel Management, DUFE-Surrey Joint Research Center, Dongbei University of Finance and Economics, Dalian, Liaoning, China

2. Surrey International Institute, DUFE-Surrey Joint Research Center, Dongbei University of Finance and Economics, Dalian, Liaoning, China

3. School of Management, Shandong Technology and Business University, Yantai, Shandong, China

Abstract

Celebrity endorsements via live streaming continue to draw attention in the tourism industry. This research examines the effects of such endorsements on tourism live streaming. We specifically compared celebrity streamers to key opinion leader streamers and brand streamers across two types of live streaming (travel live streaming vs. tourism e-commerce live streaming). Drawing on the flow theory, we developed a theoretical framework to explain why and how celebrity streamers can inspire travel intention more effectively than key opinion leader streamers and brand streamers. Results indicate that celebrity streamers’ endorsements enhance travel intention via informativity, entertainment, and interactivity, compared with endorsements from key opinion leaders and brand streamers. This effect is further amplified during travel live streaming.

Funder

Science Research Foundation of Yunnan Education Bureau

National Natural Science Foundation of China

Yunnan University of Finance and Economics

Department of Education of Liaoning Province

Publisher

SAGE Publications

Link

https://journals.sagepub.com/doi/pdf/10.1177/10963480241251449

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