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How Creativity and Celebrity Trust Promotes Intention to Visit a Destination

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Advances in Design and Digital Communication II (DIGICOM 2021)

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Abstract

Video advertising has been widespread through TV and, over the last 10 years, through social media. The creation and production of video advertisements is increasing and therefore the creation of videos that are creative and credible is relevant in communication. In tourism, the intention to visit a destination often depends on the information that is obtained, where video ads are one of those sources of information. Videos that include celebrities as main characters are common and influence tourists to visit destinations they have not visited before.

Therefore, this research aimed to analyze a research model, through the SMARTPLS software, where creativity and celebrity were conceptualized as intention to visit antecedents.

The data obtained from a sample of 231 individuals shows that advertising credibility has positive effects on intention to visit a destination. Additionally, we found that advertising credibility depends on creativity and celebrity trust. Thus, important contributions will be suggested.

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Acknowledgment

This work is funded by National Funds through the FCT - Foundation for Science and Technology, I.P., within the scope of the project Refª UIDB/05507/2020. Furthermore, we would like to thank the Centre for Studies in Education and Innovation (CI&DEI) and the Polytechnic of Viseu for their support.

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Authors and Affiliations

  1. Center for Studies in Education and Innovation, School of Education, Polytechnic of Viseu, Viseu, Portugal

    Sónia Ferreira

  2. Research Center in Digital Services, School of Education, Polytechnic of Viseu, Viseu, Portugal

    Sara Santos

  3. School of Technology and Management of Oliveira do Hospital, Polytechnic of Coimbra, Coimbra, Portugal

    Pedro Espírito Santo

Authors
  1. Sónia Ferreira
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  2. Sara Santos
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  3. Pedro Espírito Santo
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Corresponding author

Correspondence to Sónia Ferreira .

Editor information

Editors and Affiliations

  1. Research Institute for Design, Media and Culture, School of Design, Polytechnic Institute of Cavado and Ave, Barcelos, Portugal

    Nuno Martins

  2. Communication and Society Research Centre, Institute of Social Sciences, University of Minho, Braga, Portugal

    Daniel Brandão

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Ferreira, S., Santos, S., Santo, P.E. (2022). How Creativity and Celebrity Trust Promotes Intention to Visit a Destination. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication II. DIGICOM 2021. Springer Series in Design and Innovation , vol 19. Springer, Cham. https://doi.org/10.1007/978-3-030-89735-2_56

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  • DOI: https://doi.org/10.1007/978-3-030-89735-2_56

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  • Online ISBN: 978-3-030-89735-2

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