The Effect of Television Advertisement Celebrity Endorsement on Domestic Tourists Visiting Intension to Arba Minch Tourism Destination

Abstract

This research endeavour intended to investigate the effect of television advertisement celebrity endorsement on domestic tourist visiting intention. A total of 334 valid questionnaires were considered for analysis using explanatory study design. The results showed a positive and significant relationship between celebrity attributes, namely, Trustworthiness, Product matchup, Expertise, and Attractiveness with domestic tourist visitation intention. Trustworthiness has high significant and positive impacts on domestic tourist visitation intention. While the present research highlighted implications for destination managers, future research should encompass social, political, economic, and environmental considerations, as well as newer media outlets like Facebook, YouTube, Twitter, and TikTok.