Literary celebrities, tourists 'relationship with the destination and brand interaction: Based on the marketing perspective, the effects of celebrities' approval

Despite the growing role of celebrities in shaping tourists' favorable reactions to destination brands, there is little information about the structure or function of the structure in destination settings or arched tourism areas. In response, this study hypothesizes four elements for influencing celebrities and examines how they affect the relationship between self-branding and brand partnerships, which precede brand interaction and loyalty to the destination. The subjects of this study were potential tourists who were familiar with Chinese literary figures (Jin Yong) and related destinations (Shaolin Temple). SPSS 25 and AMOS 22 software were used to analyze 405 valid data obtained through an online survey from October 7 to 21, 2020. The results of structural equation model analysis showed that all measurement scales are valid and reliable. In addition, all four elements of celebrity influences (ie trust, expertise, brand consistency, and familiarity) predicted the success of the brand relationship itself and brand engagement. Also, the self-branding relationship and brand participation significantly contributed to brand interaction and explained the significant variance in destination loyalty. The findings show the background nature of the effects of celebrities and how tourists react to destination brands.