Destination endorsers raising on short-form travel videos: Self-image construction and endorsement effect measurement

Celebrity endorsements raised with short-form travel videos have nurtured a new channel for tourism destinations. The present paper aims to identify the features of endorsers and the influencing factors of endorsement effectiveness in short-form travel videos scenarios via two studies. Employing parasocial interaction theory and match-up hypothesis theory, Study 1 constructed the comprehensive image of the destination celebrity and identified the celebrity's self-image characteristic attributes via content analysis. Adopting regression analysis, Study 2 examined the relationship between endorsers' self-image traits and destination endorsement effectiveness. The findings provide theoretical and managerial implications for tourism celebrity endorsement and destination marketing in the social media context.