Self-Expansion with Native Endorsement: Forming Destination Identification and Recommendation Intention

Yu Pan; Ziye Shang

Makale detayları

Self-Expansion with Native Endorsement: Forming Destination Identification and Recommendation Intention

Yazarlar:

Yu Pan | Ziye Shang

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.13 Issue 3, pp.333-356

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358276

pISSN:

2147-9100

Anahtar kelimeler:

Özet:

 The impact of social media endorsers on tourism has been extensively studied, with their significant role widely recognized. However, the distinct influence mechanism of native endorsers remains underexplored. To address this gap, this study introduces self-expansion theory as a novel theoretical framework to investigate how native endorsers shape tourists destination identification and recommendation intentions. Utilizing a quantitative approach, 457 valid responses were collected from China response rate: 76, and structural equation modeling was employed to test the hypotheses. The findings highlight that tourists perceived self-congruence with native endorsers fosters a para-social relationship, which is further enhanced by self-expansion with the endorser. This dynamic positively influences destination identification and recommendation intentions. By revealing how native endorsers content contributes to tourists destination connections, this study provides critical insights for destination managers in selecting endorsers and designing impactful marketing strategies, thus advancing theoretical and practical understanding of native endorsement in tourism contexts.

 The impact of social media endorsers on tourism has been extensively studied, with their significant role widely recognized. However, the distinct influence mechanism of native endorsers remains underexplored. To address this gap, this study introduces self-expansion theory as a novel theoretical framework to investigate how native endorsers shape tourists destination identification and recommendation intentions. Utilizing a quantitative approach, 457 valid responses were collected from China response rate: 76, and structural equation modeling was employed to test the hypotheses. The findings highlight that tourists perceived self-congruence with native endorsers fosters a para-social relationship, which is further enhanced by self-expansion with the endorser. This dynamic positively influences destination identification and recommendation intentions. By revealing how native endorsers content contributes to tourists destination connections, this study provides critical insights for destination managers in selecting endorsers and designing impactful marketing strategies, thus advancing theoretical and practical understanding of native endorsement in tourism contexts.

 The impact of social media endorsers on tourism has been extensively studied, with their significant role widely recognized. However, the distinct influence mechanism of native endorsers remains underexplored. To address this gap, this study introduces self-expansion theory as a novel theoretical framework to investigate how native endorsers shape tourists destination identification and recommendation intentions. Utilizing a quantitative approach, 457 valid responses were collected from China response rate: 76, and structural equation modeling was employed to test the hypotheses. The findings highlight that tourists perceived self-congruence with native endorsers fosters a para-social relationship, which is further enhanced by self-expansion with the endorser. This dynamic positively influences destination identification and recommendation intentions. By revealing how native endorsers content contributes to tourists destination connections, this study provides critical insights for destination managers in selecting endorsers and designing impactful marketing strategies, thus advancing theoretical and practical understanding of native endorsement in tourism contexts.

 The impact of social media endorsers on tourism has been extensively studied, with their significant role widely recognized. However, the distinct influence mechanism of native endorsers remains underexplored. To address this gap, this study introduces self-expansion theory as a novel theoretical framework to investigate how native endorsers shape tourists destination identification and recommendation intentions. Utilizing a quantitative approach, 457 valid responses were collected from China response rate: 76, and structural equation modeling was employed to test the hypotheses. The findings highlight that tourists perceived self-congruence with native endorsers fosters a para-social relationship, which is further enhanced by self-expansion with the endorser. This dynamic positively influences destination identification and recommendation intentions. By revealing how native endorsers content contributes to tourists destination connections, this study provides critical insights for destination managers in selecting endorsers and designing impactful marketing strategies, thus advancing theoretical and practical understanding of native endorsement in tourism contexts.

Makale detayları

Self-Expansion with Native Endorsement: Forming Destination Identification and Recommendation Intention

Yazarlar:

Yu Pan | Ziye Shang

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.13 Issue 3, pp.333-356

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358276

pISSN:

2147-9100

native destination endorser

self-expansion theory

inclusion-other-in-the-self

destination identification

recommendation intentions

Sayı

Makale detayları

Self-Expansion with Native Endorsement: Forming Destination Identification and Recommendation Intention

Yazarlar: Yu Pan | Ziye Shang

Yayıncı: Akdeniz University

Ana Başlıklar: Tourism (Other)

Dergi: Advances in Hospitality and Tourism Research (AHTR) Vol.13 Issue 3, pp.333-356

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001358276

pISSN: 2147-9100

native destination endorser

self-expansion theory

inclusion-other-in-the-self

destination identification

recommendation intentions

Sayı

Yazarlar:

Yu Pan | Ziye Shang

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.13 Issue 3, pp.333-356

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358276

pISSN:

2147-9100