Good Match, Deep Love: Three Studies Examining the Celebrity Endorsement’s Influence on Destination Brand Love
基于意义转移理论、匹配假说和图式理论，研究名人、目的地和游客三对匹配度如何通过信任和态度等中介影响目的地品牌热爱，对旅游营销者选择代言人有参考价值。
Destination brand love plays an important role in contributing to the competitive advantage of a destination. Based on the meaning transfer theory, match-up hypothesis, schema theory, etc., this study proposed a hierarchical model that examines the effects of three pairs of congruences among “celebrity,” “destination brand,” and “tourist” on destination brand love. A triangulation-based research design, taking Hong Kong, Shanghai, and New Zealand as focal destination brands, was used to collect data to test the hypotheses. The results showed that tourist/destination congruence and destination brand trust sequentially mediate the influence of celebrity/destination congruence and celebrity/tourist congruence on destination brand love. Tourist/destination congruence, attitude toward the ad, and attitude toward the destination sequentially mediate the influence of celebrity/destination congruence and celebrity/tourist congruence on destination brand love.