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The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar

This research investigates the influence of virtual influencers on brand engagement and travel intentions towards Chinese tourism destinations. Utilizing the Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology, we explored the extent to which content credibility and interaction...

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Main Authors: Xinying, Yuan, Anuar, Faiz Izwan
Format: Article
Language:English
Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
Subjects:
Travel and the state. Tourism
Branding (Marketing)
Online Access:https://ir.uitm.edu.my/id/eprint/98038/1/98038.pdf
https://ir.uitm.edu.my/id/eprint/98038/
https://www.jthca.org/
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id my.uitm.ir.98038
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spelling my.uitm.ir.980382024-07-06T07:50:59Z https://ir.uitm.edu.my/id/eprint/98038/ The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar jthca Xinying, Yuan Anuar, Faiz Izwan Travel and the state. Tourism Branding (Marketing) This research investigates the influence of virtual influencers on brand engagement and travel intentions towards Chinese tourism destinations. Utilizing the Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology, we explored the extent to which content credibility and interaction quality of virtual influencers impact destination brand engagement and subsequent tourist intentions, contextualizing these effects within the framework of parasocial relationship theory. Drawing from a sample of 201 Chinese tourism social media enthusiasts, the findings reveal that neither interaction quality nor content credibility exert a direct influence on destination brand engagement. Instead, parasocial relationships emerge as a pivotal mediator in this nexus. This investigation bridges the existing knowledge chasm between the realm of virtual influencers and the theory of parasocial relationships, offering invaluable insights for tourism destination entities aiming to leverage virtual influencers for heightened tourist attraction and brand engagement. Additionally, the insights derived from this study bear profound implications for the refinement of digital marketing strategies and the evolution of future tourism market dynamics. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024-04 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/98038/1/98038.pdf The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar. (2024) Journal of Tourism, Hospitality and Culinary Arts <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_and_Culinary_Arts/>, 16 (1). pp. 928-944. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Travel and the state. Tourism
Branding (Marketing)
spellingShingle Travel and the state. Tourism
Branding (Marketing)
Xinying, Yuan
Anuar, Faiz Izwan
The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
description This research investigates the influence of virtual influencers on brand engagement and travel intentions towards Chinese tourism destinations. Utilizing the Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology, we explored the extent to which content credibility and interaction quality of virtual influencers impact destination brand engagement and subsequent tourist intentions, contextualizing these effects within the framework of parasocial relationship theory. Drawing from a sample of 201 Chinese tourism social media enthusiasts, the findings reveal that neither interaction quality nor content credibility exert a direct influence on destination brand engagement. Instead, parasocial relationships emerge as a pivotal mediator in this nexus. This investigation bridges the existing knowledge chasm between the realm of virtual influencers and the theory of parasocial relationships, offering invaluable insights for tourism destination entities aiming to leverage virtual influencers for heightened tourist attraction and brand engagement. Additionally, the insights derived from this study bear profound implications for the refinement of digital marketing strategies and the evolution of future tourism market dynamics.
format Article
author Xinying, Yuan
Anuar, Faiz Izwan
author_facet Xinying, Yuan
Anuar, Faiz Izwan
author_sort Xinying, Yuan
title The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
title_short The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
title_full The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
title_fullStr The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
title_full_unstemmed The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
title_sort digital endorser: how do virtual influencers impact destination brand engagement? / xinying yuan and faiz izwan anuar
publisher Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
publishDate 2024
url https://ir.uitm.edu.my/id/eprint/98038/1/98038.pdf
https://ir.uitm.edu.my/id/eprint/98038/
https://www.jthca.org/
_version_ 1804069888461897728
score 13.211869

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