201. Influence of Celebrity Endorsements on Attitudes toward Chinese Tourist Destinations? Based on Celebrity-destination Match and Personal Involvement.
- Author
-
SHEN Xuerui, LI Tianyuan, LYU Xingyang, and CHANG Jingliang
- Abstract
Tourist destinations in China increasingly are seeking to enhance their publicity efforts through the use of endorsements by Chinese celebrities. We examined whether the attitudes of target audiences toward a destination will change when a celebrity is employed for advertising purposes; and if such changes occur, we sought to find out what specifically they are. Compared with this increasing practice in marketing, the study of the effect of celebrity endorsements is still in its infancy. Existing studies place great emphasis on the impacts a celebrity's personal attributes have on the target audience's reaction toward the advertising (e.g., attitude toward the advertisement, attitude toward destination, and intent to visit), and ignore other important factors that may influence the effects of celebrity endorsements, such as celebrity- destination match and the degree of personal involvement. The audience has during information processing concerning the endorsement. This paper attempts to provide an initial exploration of the effect of levels of celebrity-destination match and personal involvement on tourists' attitudes toward destinations. We used a 2 (personal involvement: high or low) x 3 (endorsement type: match-up, mismatch, or no endorser) between subjects design. The results showed that the study subjects' attitudes toward destinations when they had a low level of involvement significantly differed among the match-up, mismatch, and no-endorser scenarios. Specifically, with low involvement, when the celebrity and destination matched, attitudes were significantly better than those in the no- endorser scenario, and attitudes in the no- endorser scenario were significantly better than in the mismatch scenario. In comparison, attitudes when there was high involvement did not differ significantly among the three scenarios. The result of a simple effects test also implied both attitudes (when there was high personal involvement in the match-up and no-endorser scenarios) were significantly better than those when there was low involvement; while in the mismatch scenario, there were no significant differences between attitudes when there was both high and low personal involvement. These results have theoretical and practical implications. From a theoretical standpoint, we examined the validity of the Elaboration Likelihood Model in a destination celebrity endorsement scenario by analyzing the effects of both celebrity- destination match and personal involvement on tourists' attitudes, and showed that the perspective of the match-up hypothesis holds up under the low involvement scenario. From a marketing standpoint, we suggest that the destination marketing organization (DMO) conduct a survey to understand which celebrity attributes (e.g., age, sex, profession, personality, reputation) affect audiences' perceptions of the level of the match between celebrity and destination. The DMO can then determine who are the more ideal endorsers and design its promotional efforts accordingly. More fundamentally, to improve marketing outcomes, it is important to ensure a coordinated relationship among celebrity attributes, destination image positioning, and tourists' interests. Finally, considering that an undesired destination image evolution may occur because of the different channels through which tourists receive information, the DMO should integrate different marketing channels to ensure that the information delivered through them transmits the same image signal. [ABSTRACT FROM AUTHOR]
- Published
- 2015
- Full Text
- View/download PDF