The celebrity exposure in different media and their effects on destination awareness and purchase decision

Abstract

This study examines celebrity exposure in different media and their effects on destination image. The concept is considered as a measure of influencing the level towards different media channels such as general media exposure, travel-specific media exposure and celebrity endorsement that promotes a destination. The major considerations in this study are to unravel the variables considered in selecting a celebrity, the extent to which media exposure that influences people. A conceptual framework for the analysis of celebrities’ potential influence on destination image and the consequences for destination awareness and choice were established. Three critical areas of research are highlighted in understanding the role of celebrities: celebrity exposure indifferent media, celebrity’s effect on destination awareness, as well as purchase decision.The reviewed literature and the data were collected from 216 respondents who visited the MATTA Fair held in Kota Bharu, Kelantan from 30th October until 31st October 2014. The results show different level of influences by the celebrity from different media channel.