Published in: AJBR Vol 15 Issue 4

Authors: Xiao Fan, Bo Wang, Brian Kee Mun Wong, and Mosha Qi

DOI: 10.14707/ajbr.250213

Abstract:

This study investigates how internet celebrities’ short videos influence destination image and brand love in rural tourism. Using PLS-SEM on survey data from 401 Chinese respondents, results show that celebrity endorsement positively impacts destination image, mediated by social and spatial presence.

Keywords: Internet celebrities’ short videos, Destination image, Consumer behaviour, Rural tourism.

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