The impact of celebrity attachment on intention to tourist

다국어 초록 (Multilingual Abstract)

This study investigates the impact of exposure to short videos on the intention to visit, with a particular emphasis on the role of celebrity attachment. It underscores the functional pathway of place dependence and the identity relevance of self-congruity. Employing meaning-transfer and parasocial frameworks, and tested within a TikTok context, the study proposes and evaluates a moderated-mediation model. This model posits that celebrity attachment not only directly enhances the intention to visit but also indirectly does so by augmenting place dependence. This refers to the perceived suitability of a destination for engaging in celebrity-related activities, such as reenacting scenes or viewing props and sets. Through theoretical and empirical analysis, the findings reveal: (1) celebrity attachment significantly influences the intention to visit beyond mere liking, embodying meaning transfer, parasocial closeness, and immersive enjoyment; (2) celebrity attachment enhances place dependence, which in turn predicts the intention to visit by reducing search costs, increasing perceived efficacy, and strengthening resistance to alternatives; (3) place dependence partially mediates the relationship between celebrity attachment and the intention to visit, indicating that celebrity influence operates through actionable experiences rather than just a brand halo; and (4) self-congruity moderates the second stage of the pathway (from place dependence to intention to visit), with the indirect effect being stronger when the destination image aligns with the viewer’s self-image. The study contributes theoretically by highlighting place dependence as a distinct channel in celebrity-driven travel, shifting moderation to the outcome stage of the process (from fit to action), and adapting short-video persuasion mechanisms to micro-exposure formats. From a managerial perspective, it recommends creating enactable on-site scripts, tailoring content to identity cues, and structuring the funnel from attachment building to instrumental affordances and identity reinforcement. Limitations and future research directions are discussed, including broader destination genres, behavioral data, micro-affordances, and longitudinal dynamics.

목차 (Table of Contents)

• 1. Introduction １
• 1.1 Research background １
• 1.2 Research question ６
• 1.3 The Objective of Research ７
• 1.4 Research Methods ８
• 2. Literature Review and Hypothesis Development ９
• 2.1 Celebrity Effect ９
• 2.2 Stimulus–organism–response Model １２
• 2.3 Place Dependence, Place Identity, and Emotional Attachment １５
• 2.4. Self-Congruity １９
• 2.5 Visit Intention ２３
• 2.6 Celebrity attachment and Intention to visit ２５
• 2.7. Celebrity attachment and Place dependence ２７
• 2.8. Place dependence and Intention to visit ２８
• 2.9. The meditation of place dependence ３０
• 2.10The moderating of self-congruity ３１
• 3. Research method ３３
• 3.1 Measurement Design ３３
• 3.2 Data and Samples ３４
• 3.3 Reliability and Validity Analysis ３８
• 3.3.1 Description analysis reliability analysis ３８
• 3.3.2 Validity analysis ３９
• 4. Empirical Results ４４
• 4.1 Main Effect ４４
• 4.2 Mediation Analysis ４５
• 4.3 Moderated Mediation ４８
• 5. General Discussion and Limitations and Further Works ４９
• 5.1 General discussion ４９
• 5.2 Theoretical Contributions ５１
• 5.3 Managerial Implications ５１
• 5.4Limitations and Future Research ５２
• References ５３
• 국문초록 ６９