Influence of Internet Celebrity Spokesperson of Tourist Destination on Consumers'Travel Intention
The internet celebrity spokesperson plays a positive role in populating the tourist destination.This study takes the case of"Ding Zhen promoting his hometown"as an example and uses structural equation modeling to ex-plore the underlying mechanism between the image of internet celebrity spokesperson and the potential tourists'travel intentions.The results indicate that the formation of tourists'destination attitude undergoes a series of evalu-ation processes.The perception of the spokesperson's image directly influences tourists'destination attitude as an initial evaluation,and it also indirectly influences tourists'destination attitude through consistency evaluations,thereby affecting their travel intentions.Among them,the consistency evaluation of the spokesperson and destina-tion plays a partial mediating role between the spokesperson's image and tourists'destination attitude,while the self-consistency of the spokesperson does not have a significant mediating effect on the relationship between the spokesperson's image and tourists'destination attitude.
internet celebrity spokespersontourist destinationtravel intentionconsistencymatch-up hypothe-sis
万方数据
维普
