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Tourists’ Perceptions and Intended Behavior Thanks to Celebrity Endorsement: Antetokounmpo Invites You to Santorini with Aegean Airlines

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Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

The increasing use of social media has led to the expanding adoption of ICT applications in hospitality and tourism. To communicate their image, destinations and service providers undertake various initiatives exerting vast impact on their target audiences. To further stimulate travel, tourism providers foster collaborations with celebrities, the role of which has yet to be examined regarding the way tourism destinations perceptions are formulated. The aim of the study is to test the relationship between celebrity endorsement and destination perceptions. Contributing to the current research stream, the research extends previous findings incorporating celebrity endorser’s characteristics, destination image and intention to visit the destination. A quantitative research was conducted, using a celebrity spot shared on the YouTube channel of Aegean Airlines. Respondents were asked to express their perceptions about Santorini, as promoted by Giannis Antetokounmpo, the reputable basketball player worldwide. Empirical evidence validates previous findings and contributes to the body of knowledge about the role of social media and the influence of celebrities on tourists’ perceptions behavioral intentions. Celebrity endorser’s characteristics were found to positively affect destination familiarity, destination image and visitation intentions. Findings are extracted, and conclusions are provided for both the tourism professionals and the academic community.

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Author information

Authors and Affiliations

  1. University of the Aegean, Chios, Greece

    Maria Salamoura & Antonios Giannopoulos

  2. Hellenic Open University, Patra, Greece

    Foteini Moumouri

Authors
  1. Maria Salamoura
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  2. Antonios Giannopoulos
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  3. Foteini Moumouri
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Corresponding author

Correspondence to Maria Salamoura .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration of Food and Agricultural Enterprises, University of Patras, Agrinio, Greece

    Prokopios Theodoridis

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Salamoura, M., Giannopoulos, A., Moumouri, F. (2020). Tourists’ Perceptions and Intended Behavior Thanks to Celebrity Endorsement: Antetokounmpo Invites You to Santorini with Aegean Airlines. In: Kavoura, A., Kefallonitis, E., Theodoridis, P. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36126-6_96

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