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

Author

Listed:
  • 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
    The Hong Kong Polytechnic University)

  • Ziye Shang

    (City University of Macau)

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.

Suggested Citation

  • Chris Zhu & Lawrence Hoc Nang Fong & Huicai Gao & Dimitrios Buhalis & Ziye Shang, 2022. "How does celebrity involvement influence travel intention? The case of promoting Chengdu on TikTok," Information Technology & Tourism, Springer, vol. 24(3), pages 389-407, September.
    • Handle: RePEc:spr:infott:v:24:y:2022:i:3:d:10.1007_s40558-022-00233-w
    DOI: 10.1007/s40558-022-00233-w
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    References listed on IDEAS

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