Celebrity endorsement in tourism: Attention,emotional arousal and familiarity |
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| Institution: | 1. Department of Tourism Sport & Hotel Management, Griffith University, Parklands Dr, Gold Coast, QLD, 4222, Australia;2. School of Tourism Management, Sun Yat-sen University, 135 Xingang W Rd, Guangzhou, 510275, China;1. Faculty of Business and Law, School of Strategy, Marketing and Innovation, University of Portsmouth, Portsmouth, PO1 3DE, United Kingdom;2. School of Management and Marketing, Westminster Business School, University of Westminster, London, NW1 5LS, United Kingdom;1. School of Geography and Ocean Science, Nanjing University, Nanjing, Jiangsu, 210023, PR China;2. Department of Parks, Recreation and Tourism Management, North Carolina State University, 27695, Raleigh, NC, USA;3. School of Community Resources and Development, Arizona State University, 85004, Phoenix, AZ, USA;4. Hainan University-Arizona State University Joint International Tourism College, Hainan University, Hainan, PR China;5. Joint College of Ningbo University and Angre University, Ningbo, Zhejiang, 315201, PR China;1. Marketing at the Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates;2. International Trade at the College of Social Sciences of Konkuk University, South Korea;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;2. Smart Tourism Education Platform, College of Hotel and Tourism Management, Kyung Hee University, Republic of Korea;1. School of Business, Central South University, 932 Lushan South Street, Changsha, Hunan, China;2. Department of Hospitality, Tourism & Event Management, San Jóse State University, One Washington Square, San Jose, CA, USA;3. School of Management, Putian University, Putian, Fujian, China;1. Department of Business Administration, National College of Business Administration & Economics Lahore, Pakistan;2. Department of Management, HEC Montreal, 3000 Côte-Sainte-Catherine, Montréal, Québec, H3T 2A7, Canada |
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| Abstract: | Celebrity endorsement in tourism is utilised by global marketing practitioners to attract tourists to visit destinations. Despite this, studies are yet to assess the efficacy of two specific types of celebrity endorsement, a celebrity from the host country (host celebrity) vs. a celebrity from the country-of-origin (origin celebrity). Utilising the match-up hypothesis, this research applied a quasi-experimental design, consisting of a mixed method approach, which combined eye-tracking and self-report data. Convergent results across three studies demonstrate that an origin celebrity elicits a higher intention to visit, mediated by the emotional arousal evoked from the endorsement. Eye-tracking analysis demonstrated that an origin celebrity elicits a higher degree of visual attention and emotional arousal when the advertised scenery is familiar. However, this promotion effect disappears in unfamiliar scenery. This research contributes to an evolving debate on celebrity endorsement in tourism, revealing the psychological and physiological mechanisms underpinning the effectiveness of destination marketing campaigns. |
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| Keywords: | Celebrity endorsement Eye tracking Visual attention Emotional arousal Scenery familiarity Match-up hypothesis |
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