| Autor: |
Rosma Mary Jolly, Mynavathi L |
| Rok vydání: |
2013 |
| Předmět: |
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| Zdroj: |
Atna - Journal of Tourism Studies. 8:55-74 |
| ISSN: |
0975-3281 |
| DOI: |
10.12727/ajts.10.4 |
| Popis: |
Celebrity Endorsement is one of the major forms of advertising in which a business organization makes use of famous individuals or well-known organizations in order to boost consumer interest in the product and/or services that they want to sell. Now a day, every company is trying to bring in a brand ambassador for their brands. Slowly the trend of tying up with a celebrity in promoting has moved towards promoting tourism destinations. This paper tries to find out the effect of celebrity endorsement as an effective marketing destination tool. The objectives framed to reach to this goal were to identify whether the consumers consider the tourism advertisements that are endorsed by celebrities and to determine whether the use of celebrities have a greater effect than the use of non-celebrities when advertising a tourist destination. Data was collected from 250 respondents from Bangalore through a questionnaire. Some of the tools that are been used to test the hypothesis are one sample t- test, ANOVA and Tukey test. The major findings from the study were that the respondents only get brand recognition and recall of the destination when the advertisement is done by a celebrity endorser; it was found that non-celebrity advertisements are more convincing and better choice makers. It was also found out that occupation of the consumers would have no impact in getting attracted to celebrity endorsers but students were one category that loved to see celebrity endorsers on screen. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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