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Erschienen in:
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2022 | OriginalPaper | Buchkapitel

How Creativity and Celebrity Trust Promotes Intention to Visit a Destination

verfasst von : Sónia Ferreira, Sara Santos, Pedro Espírito Santo

Erschienen in: Advances in Design and Digital Communication II

Verlag: Springer International Publishing

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Abstract

Video advertising has been widespread through TV and, over the last 10 years, through social media. The creation and production of video advertisements is increasing and therefore the creation of videos that are creative and credible is relevant in communication. In tourism, the intention to visit a destination often depends on the information that is obtained, where video ads are one of those sources of information. Videos that include celebrities as main characters are common and influence tourists to visit destinations they have not visited before.
Therefore, this research aimed to analyze a research model, through the SMARTPLS software, where creativity and celebrity were conceptualized as intention to visit antecedents.
The data obtained from a sample of 231 individuals shows that advertising credibility has positive effects on intention to visit a destination. Additionally, we found that advertising credibility depends on creativity and celebrity trust. Thus, important contributions will be suggested.

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Vorheriges Kapitel Research Project in Communication Design: Development of a Management Model
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Metadaten
Titel
How Creativity and Celebrity Trust Promotes Intention to Visit a Destination
verfasst von
Sónia Ferreira
Sara Santos
Pedro Espírito Santo
Copyright-Jahr
2022
Buch
Advances in Design and Digital Communication II

Print ISBN: 978-3-030-89734-5

Electronic ISBN: 978-3-030-89735-2

Copyright-Jahr: 2022

DOI
https://doi.org/10.1007/978-3-030-89735-2_56