Animal endorsement in destination marketing: Evidence and insights from giant pandas
Abstract
Despite its widespread use in destination marketing practice, studies focusing on animal and celebrity animal endorsement is currently limited. This study expands the endorsement theory by addressing the issue of animal endorsement in destination marketing. Study 1 employed content analysis to code comment data on 20 popular giant panda videos, identifying five key effective animal endorser characteristics: cuteness, anthropomorphism, uniqueness, intimacy, and healing power. Based on questionnaire data and empirical tests, study 2 verified a model of animal endorsement in destination marketing. Results revealed that all five characteristics of animal endorser positively influenced travel intention through the mediation of parasocial interaction. This work provides important theoretical contributions to destination marketing through animal endorsement, offering actionable insights for marketers in selecting appropriate animal endorsers for destinations.
Document Type
Journal Article
Date of Publication
3-1-2026
Volume
39
Publication Title
Journal of Destination Marketing and Management
Publisher
Elsevier
School
School of Business and Law
RAS ID
84559
Copyright
free_to_read
Comments
Fang, X., Yu, J., Xie, C., & Huang, S. (2025). Animal endorsement in destination marketing: Evidence and insights from giant pandas. Journal of Destination Marketing & Management, 39, 101069. https://doi.org/10.1016/j.jdmm.2025.101069