SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

hotelschool.shtm.polyu.edu.hk

SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

5. Project Significance and Value:Although marketers often use endorsers to promote their products or brands, there isa lack of research on the use of advertising endorsers in the tourism industry (Changet al., 2005). To date no study has directly related destination advertising to celebrityendorsement and tested whether differences in attitude result in different behaviouralintentions, and this gap will be addressed by this study.The proposed conceptual framework, which integrates attractiveness and the sourcecredibility factors from Ohanian (1991), in order to explain and predict celebrityendorsement effectiveness on people’s attitude towards visiting a destination andtheir visitation intentions will not only contribute to the field of tourism, but alsocontributes to the knowledge of consumer behavior in general. The secondcontribution to existing literature is represented by the inclusion of the match-updimension which is integrated into the Ohanian’s (1991) model as a moderator ofcelebrity endorser effectiveness. By moderating the source credibility factors with thematch-up dimension in explaining celebrity endorser effectiveness on tourist’ attitude,the current study puts forward a more comprehensive conceptual framework inreflecting the complicated phenomenon of celebrity endorsement.© No part of this proposal could be reproduced in any form without the permission of the author. 10

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