Influence of TV drama celebrity characteristics on viewers' travel intention: the mediating effect of presence

Purpose - Drawing on the application of parasocial interaction in real life as the theoretical framework, this paper aims to construct a theoretical model to scrutinize the impact of TV drama celebrity characteristics on viewers' travel intention, with the mediating effect of presence. Design/methodology/approach - In total, 481 usable survey samples were gathered through an online survey, and the model was evaluated using the partial least squares-structural equation modelling. Findings - The findings indicate that trustworthiness and popularity as TV drama celebrity characteristics have a direct and favorable impact on viewers' travel intention. Social presence and physical presence play a mediating role in the effect of celebrity trustworthiness and expertise on viewers' travel intention, whereas celebrity popularity can only indirectly affect travel intention through social presence. Originality/value - This study offers a precise elucidation of the significance of celebrity characteristics in fostering viewers' film-induced tourism intentions by adopting parasocial interaction in real life as a theoretical framework. Furthermore, by incorporating different dimensions of presence, this study explores further psychological mechanism that underlie audiences' travel intention. The results provide destination marketers with useful insights for more effectively leveraging celebrity endorsement to promote film-induced tourism.