Analysis of the Implementation of Celebrity Endorsement as a Destination Marketing Instrument

Abstract

This study will investigate the implementation potential of celebrity endorsement to market destinations. Nine marketing experts in endorsement strategies expressed their views of the key elements to effective celebrity destination endorsement. Content analysis was used to find three categories that may moderate the effectiveness of celebrity endorsers, High‐Involvement Products, Celebrity Credibility and Celebrity Expertise. It seems that when products are high in psychological or social risk, such as the annual main holiday destination, the ‘right’ celebrity endorser could make an appropriate match and create a more favorable evaluation of the advertisement than a non‐endorsed advertisement. On the other hand, various issues regarding the tourist decision‐making process suggest that the choice for celebrity endorsement to market a destination is less appropriate.

This study is partly based on the author's Master's thesis at the Bournemouth University, UK with Alan Fyall serving as thesis advisor. The author wants to thank him for his guidance.

Keywords:

• Destination marketing
• celebrity endorsement
• content analysis

Notes

This study is partly based on the author's Master's thesis at the Bournemouth University, UK with Alan Fyall serving as thesis advisor. The author wants to thank him for his guidance.