Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention
Authors: Zhu, C., Fong, L.H.N., Li, X., Buhalis, D. and Chen, H.
Journal: International Journal of Tourism Research
Volume: 26
Issue: 1
eISSN: 1522-1970
ISSN: 1099-2340
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.
https://eprints.bournemouth.ac.uk/39544/
Source: Scopus
Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention
Authors: Zhu, C., Fong, L.H.N., Li, X., Buhalis, D. and Chen, H.
Journal: INTERNATIONAL JOURNAL OF TOURISM RESEARCH
Volume: 26
Issue: 1
eISSN: 1522-1970
ISSN: 1099-2340
DOI: 10.1002/jtr.2599
https://eprints.bournemouth.ac.uk/39544/
Source: Web of Science (Lite)
Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention
Authors: Zhu, C., Fong, L.H.N., Li, X., Buhalis, D. and Chen, H.
Journal: International Journal of Tourism Research
Volume: 26
Issue: 1
ISSN: 1099-2340
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.
https://eprints.bournemouth.ac.uk/39544/
Source: BURO EPrints