How does celebrity involvement influence travel intention? The case of promoting Chengdu on TikTok

Chris Zhu (), Lawrence Hoc Nang Fong (), Huicai Gao (), Dimitrios Buhalis () and Ziye Shang ()
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Chris Zhu: Macao Institute for Tourism Studies
Lawrence Hoc Nang Fong: University of Macau
Huicai Gao: The Hong Kong Polytechnic University
Dimitrios Buhalis: Bournemouth University Business School
Ziye Shang: City University of Macau

Information Technology & Tourism, 2022, vol. 24, issue 3, No 3, 389-407

Abstract: Abstract This study examines the predicting effect of celebrity involvement on destination authenticity (object-based authenticity and existential authenticity) and hence travel intention in the context of TikTok tourism promotional videos. Data collected from 225 survey respondents indicated that celebrity involvement increases perceived destination authenticities (object-based and existential authenticity) and hence travel intention after watching TikTok celebrity videos. Furthermore, destination authenticities mediate the positive relationship between celebrity involvement and travel intention. The findings contribute to knowledge about social media marketing in tourism literature by blending authenticity theory and celebrity involvement in the context of TikTok celebrity promotions. Meaningful implications are provided for destination marketers.

Keywords: TikTok; Celebrity involvement; Object-based authenticity; Existential authenticity; Travel intention (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s40558-022-00233-w

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