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The integration of Juzhang endorsement and short videos has emerged as one of the most popular and effective tourism marketing strategies for destination promotion. This study aims to identify the core traits of the endorser and to explore the underlying mechanism of the celebrity endorsement effect. Based on the source credibility theory, Study 1 employed content analysis to extract the endorser’s characteristics. Building upon the parasocial interaction theory and the meaning transfer theory, Study 2 utilised a structural equation model to investigate the relationships between the endorser’s traits and the effectiveness of destination marketing. This research advances theoretical understanding by uncovering the psychological and attitudinal pathways through which celebrity endorsement influences tourists’ behavioural intentions in the context of social media. The paper concludes with a discussion of its theoretical and practical implications, acknowledges limitations, and offers suggestions for future research.
Yang et al. (Mon,) studied this question.