When TikTok meets celebrity: an investigation of how celebrity attachment influences visit intention

Considering the rapid development of TikTok short videos combining celebrities and tourist destinations, this study aims to examine how attachment to TikTok celebrities enhances visit intention. Presence theory (Sense of Presence and Telepresence) was applied to construct the theoretical framework. 276 survey data were collected from respondents who had watched TikTok-Chengdu celebrity travel videos but had not visited Chengdu, China. Results indicated that celebrity attachment positively predicts sense of presence and telepresence. Furthermore, sense of presence and telepresence positively predict tourist enjoyment, and telepresence has a greater impact. Moreover, tourist enjoyment positively predicts their intention to visit Chengdu. Theoretical and managerial contributions are presented.