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.
关键词
网红代言人/旅游目的地/旅游意向/一致性/匹配性假说
Key words
internet celebrity spokesperson/tourist destination/travel intention/consistency/match-up hypothe-sis
维普
万方数据