We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention.
- Authors
Zhu, Chris; Fong, Lawrence Hoc Nang; Li, Xi; Buhalis, Dimitrios; Chen, Hong
- 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.
- Subjects
TELEPRESENCE; SURVEYS; AUTHENTICITY (Philosophy); TRAVEL; MARKETING
- Publication
International Journal of Tourism Research, 2024, Vol 26, Issue 1, p1
- ISSN
1099-2340
- Publication type
Article
- DOI
10.1002/jtr.2599