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| Author: | Veen, R. van der |
| Title: | Analysis of the implementation of celebrity endorsement as a destination marketing instrument |
| Journal: | Journal of Travel & Tourism Marketing
2008 : VOL. 24:2-3, p. 213-222 |
| Index terms: | tourism marketing |
| Freeterms: | destination marketing celebrity endorsement |
| Language: | eng |
| Abstract: | This study explores the implementation potential of celebrity (henceforth as: clbrt.) endorsement (here as: endmt.) to market destinations. Nine marketing experts in endmt. strategies expressed their views of the key elements to effective clbrt. destination endmt. Using content analysis, three categories were found possibly moderating the effectiveness of clbrt. endorsers, that is, Celebrity Credibility, Celebrity Expertise, and High-Involvement Products. It appears that with products being high in psychological or social risk, e.g. the annual main holiday destination, the 'right' clbrt. endorser could make an appropriate match, creating a more favourable evaluation of the advertisement. On the other hand, various issues as to the tourist decision-making process suggest that the choice for clbrt. endmt. to market a destination is less appropriate. |
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