Celebrity Involvement, Perceived Value, and Behavioral Intentions in Popular Media-Induced Tourism

  • Yen C
  • Teng H
  • 59

    Readers

    Mendeley users who have this article in their library.
  • 17

    Citations

    Citations of this article.

Abstract

Popular media–induced tourism has emerged as a growing body of research. Although previous literatures have examined the relationship between celebrity involvement and behavioral intentions, the mechanism underlying this relationship remains a black box. The purpose of this study is to examine the relationship between celebrity involvement and behavioral intentions as well as to clarify the role of perceived value. Survey data from 382 tourists in Taiwan indicate that celebrity involvement is positively related to behavioral intentions. Moreover, perceived value partially mediates the relationship between celebrity involvement and behavioral intentions. Implications of these findings for managing marketing strategies as well as future research directions are subsequently discussed. © 2012 International Council on Hotel, Restaurant and Institutional Education.

Author-supplied keywords

  • behavioral intentions
  • celebrity involvement
  • perceived value

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free