2.
Celebrity endorsement influence on destination imageIvana Marković,
Gordana Radosavljević,
Katarina Borisavljević, 2022, izvirni znanstveni članek
Opis: Destination image influences the tourist decision-making process, and their
intention to visit, revisit and recommend. Therefore, a positive destination
image is considered one of the key destination success factors. Tourists will
form the image according to their own or others’ experiences and information
related to the destination, one option to provide destination information is
one of the most effective promotional tools called celebrity endorsement.
With the assumption that a positive celebrity image will be transferred to
the destination, this study will explore the effect of celebrity endorsement on
destination image. The study aims to test the celebrity endorsement effect on
destination image through the source attractiveness model, source credibility
model, and the Match-up model. Data were collected using the online survey
technique, the sample size was 204 respondents. Research hypotheses were
tested by regression analysis. Results indicated that celebrity attractiveness,
trustworthiness, expertise, and match-up impact the destination image. The
theoretical contribution is reflected in new information regarding the role of
celebrity endorsement in tourism, which is limited in foreign and domestic
scientific literature. As a practical contribution, the study provides information
that may be useful to tourism service providers in creating a promotional
campaign.
Ključne besede: gender equality, gender-responsive policies, female entrepreneurship, self-employed females, human capital
Objavljeno v DKUM: 19.06.2023; Ogledov: 438; Prenosov: 8
Povezava na datoteko
Gradivo ima več datotek! Več...
