초록 열기/닫기 버튼
Celebrity marketing or celebrity endorsement has been effective marketing tool and this research is aim to apply the tool to tourism setting. Through literature review, fan's awareness and likability toward celebrity were revealed as important variables that form favorable tourist attitude and visit intention. Effectiveness of destination marketing for destination is how to convert celebrity (potential endorser) into endorser and fan (as potential tourist) into tourist and celebrity's source credibility plays a important role. Narrowing the research scope down to Korean Hallyu celebrity and Japanese Hallyu fan around Hallyu tourism product, this model is expected to give a guidance in selecting effective Korea tourism ambassador and to suggest managerial implication to practitioners, especially for interested in celebrity driven-tourism.
