Who should the spotlight be on? The interactive effects of celebrity endorser type and destination personality

Abstract

Celebrity endorsements are becoming a popular destination marketing strategy. However, most existing studies focus on the effect of real celebrity endorsers and less on virtual celebrity endorsers. Applying construal level theory, this study examined the interaction between celebrity endorser type (real celebrity vs. virtual celebrity) and destination personality (sincere vs. exciting). Results across three scenario-based experiments indicated an interaction effect between celebrity endorser type and destination personality, and tourists’ perceived fit contributes to a mediating role in this process. Specifically, when a sincere destination adopts a real celebrity endorser and an exciting destination uses a virtual celebrity endorser, tourists will generate a higher perceived fit and more favorable attitude toward the destination. This study helps expand the research perspective and theoretical framework on celebrity endorsement in tourism and provides managerial implications for selecting suitable endorsers for destinations with different personalities.