Self-Expansion with Native Endorsement: Forming Destination Identification and Recommendation Intention

The impact of social media endorsers on tourism has been extensively studied, with their significant role widely recognized. However, the distinct influence mechanism of native endorsers remains underexplored. To address this gap, this study introduces self-expansion theory as a novel theoretical framework to investigate how native endorsers shape tourists’ destination identification and recommendation intentions. Utilizing a quantitative approach, 457 valid responses were collected from China (response rate: 76%), and structural equation modeling was employed to test the hypotheses. The findings highlight that tourists’ perceived self-congruence with native endorsers fosters a para-social relationship, which is further enhanced by self-expansion with the endorser. This dynamic positively influences destination identification and recommendation intentions. By revealing how native endorsers’ content contributes to tourists’ destination connections, this study provides critical insights for destination managers in selecting endorsers and designing impactful marketing strategies, thus advancing theoretical and practical understanding of native endorsement in tourism contexts.