A Study of the Influence Factors of Internet Celebrity Marketing on Users’ On-site Tourism Intentions
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This study aims to uncover the influencing factors of Internet celebrity marketing on users’ on-site tourism intentions, providing insights for effective Internet celebrity marketing strategies in the tourism industry. Utilizing a literature research method, this study investigates the impact of Internet celebrity trustworthiness, influence, and bias on users’ tourism intentions, and constructs the influence path through a mediation model. In this study, 405 valid questionnaire responses were collected, and structural equation modeling was employed to validate the research model. This research indicates that Internet celebrity marketing indirectly affects users’ local tourism intentions through perceived value, with trustworthiness having the most significant impact. From an academic and managerial perspective, this implies that enhancing the trustworthiness of influencers is crucial for boosting tourism intentions. Future studies could further explore how to improve the trustworthiness of Internet celebrities and other potential factors that may influence tourism intentions.
Abstract
This study aims to uncover the influencing factors of Internet celebrity marketing on users’ on-site tourism intentions, providing insights for effective Internet celebrity marketing strategies in the tourism industry. Utilizing a literature research method, this study investigates the impact of Internet celebrity trustworthiness, influence, and bias on users’ tourism intentions, and constructs the influence path through a mediation model. In this study, 405 valid questionnaire responses were collected, and structural equation modeling was employed to validate the research model. This research indicates that Internet celebrity marketing indirectly affects users’ local tourism intentions through perceived value, with trustworthiness having the most significant impact. From an academic and managerial perspective, this implies that enhancing the trustworthiness of influencers is crucial for boosting tourism intentions. Future studies could further explore how to improve the trustworthiness of Internet celebrities and other potential factors that may influence tourism intentions.
참고문헌 (9)
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