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Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention.

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Zhu, C., Fong, L H. N., Li, X., Buhalis, D. and Chen, H., 2024. Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention. International Journal of Tourism Research, 26 (1), e2599.

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DOI: 10.1002/jtr.2599

Abstract

Drawn upon Telepresence theory, this study aims to identify the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the short video experience. Survey results show that existential authenticity fosters user attachment to celebrity and then travel intention, but has no impact on telepresence which is also not related to travel intention; Furthermore, celebrity attachment enhances travel intention. Although existential authenticity has no effect on telepresence, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study offers insights to both scholars and practitioners, informing strategies for enhancing destination competitiveness through TikTok marketing campaigns.

Item Type:Article
ISSN:1099-2340
Uncontrolled Keywords:celebrity attachment; destination marketing; existential authenticity; telepresence theory; TikTok
Group:Bournemouth University Business School
ID Code:39544
Deposited By: Symplectic RT2
Deposited On:29 Feb 2024 11:59
Last Modified:29 Feb 2024 11:59

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