Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects

Despite the growing role of celebrity effects in shaping favorable tourist reactions to destination brands, little is known about how the construct is structured or functions in destination settings or niche tourism contexts. In response, this study hypothesized four elements for celebrity endorsement effects and examined how they influenced self-brand connection and brand involvement, which are antecedents to brand engagement and destination...