Work

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

Year: 2023

Type: article

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.

Source: International Journal of Tourism Research

DOI: 10.1002/jtr.2599

Authors: Chris Zhu, Lawrence Hoc Nang Fong, Xi Li, Dimitrios Buhalis, Hong Chen

Institutions: Macao University of Tourism, University of Macau, City University of Macau, Bournemouth University

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4387059130

FWCI: 14.13

Cites: 70

Cited by: 33

Related to: 10