An integrative approach to examining the celebrity endorsement process in shaping affective destination image: A K-pop culture perspectives

With the growing importance of celebrity endorsement in destination promotions, this study investigated how destination image is developed through the celebrity endorsement process by integrating the meaning transfer model (MTM), social connectedness theory, and self-expansion theory into a conceptual framework. Based on a scenario-based online survey, a sample drawn from the audience of Bangtan Sonyeondan (BTS) revealed a significant sequential meaning transfer process: pre-endorsement of celebrity meaning (connectedness), endorsement of transfer (celebrity-endorsed destination advertisement), and post-endorsement of response (affective destination image). The latent moderated structural equation modeling further uncovered the crucial moderating role of self-expansion in the process, particularly between celebrity endorsement and affective destination image. Through the lens of the MTM, this study provides a holistic view of the celebrity endorsement process in the destination setting. This study contributes to expanding research on celebrity endorsement within pop culture tourism and provides practical implications for destination marketers and organizers.