Abstract
AbstractThis study explored the influence of digital celebrities on gastronomic tourism through the lens of the broaden‐and‐build theory. Utilizing partial least squares structural equation modeling (PLS‐SEM) and a case study focused on TikTok, the research examined how consumers' subjective well‐being (SWB) affects para‐social interaction, novelty seeking, and audience participation, and how these factors, in turn, influence behavioral intention in the domains of food and travel. The results validated the proposed hypotheses, underscoring the importance of SWB in shaping behavioral intention within gastronomic tourism driven by digital celebrities. This paper enhances the current literature by elucidating the role of digital celebrities in gastronomic tourism and offers practical insights for marketers and tourism professionals on optimizing the influence of digital celebrities to improve the gastronomic tourism experience.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
