Effects of TV drama celebrities on national image and behavioral intention
Document Type
Journal Article
Publication Title
Asia Pacific Journal of Tourism Research
PubMed ID
30630891
Publisher
Routledge
School
School of Business and Law
RAS ID
28204
Abstract
This empirical study attempted to identify the role of TV drama celebrity in explaining audience involvement, perceived national image, and audience behavioral intention. Among many significant findings, emotional and behavioral involvement with TV drama celebrities significantly influenced perceived national image. Perceived national image also had a significant impact on intentions to purchase celebrity-related products and visit film places. However, emotional involvement did not significantly affect intention to purchase celebrity-related products. In examining age and gender as moderating variables, three paths showed significant differences across age cohorts, while a significant path was not found across gender groups. © 2018, © 2018 Asia Pacific Tourism Association.
DOI
10.1080/10941665.2018.1557718
Access Rights
subscription content
Comments
Kim, S., Kim, S. S., & Han, H. (2019). Effects of TV drama celebrities on national image and behavioral intention. Asia Pacific Journal of Tourism Research, 24(3), 233-249. Available here.