Perceived tourism authenticity on social media: The consistency of ethnic destination endorsers

This study explores how ethnic minority destination endorsers as social media influencers impact tourists' perception of authenticity and destination image. It sets up a structural model between endorser consistency, tourists' perceived authenticity, destination image, and tourist satisfaction. Using textual analysis, questionnaires, and semi-structured interviews, four studies were conducted to analyse variable relationships and the influence mechanism. Results show that the endorser-destination congruence has a significant effect on tourists' perceived authenticity, while endorser-consumer congruence does not. Existential authenticity affects the destination's affective image and cognitive image, whereas objective authenticity only affects the cognitive image. The moderation effect of endorser attractiveness on endorser-destination congruence and existential authenticity is significant. This study extends tourism authenticity research from on-site to pre-visit authenticity perceived by social media followers. This study provides practical guidance for ethnic destinations to choose local endorsers on social media