How can the choice of celebrity endorser influence the destination promotional campaign for the city of Košice and people`s perceptions on it?
Author
Bacova, Viera
Term
4. term
Education
Publication year
2016
Submitted on
2016-05-31
Pages
99
Abstract
This thesis examines how the choice of a celebrity endorser influences a destination promotion campaign and people’s perceptions of it, using Visit Košice’s #dzivoKE campaign in Slovakia as a case. The campaign appointed two celebrities and targeted young social media users, inviting the ambassadors to create video blogs and share their experiences. Drawing on literature about celebrity endorsement, fandom, meaning transfer, credibility and match-up, and persuasion models, the study employs a triangulated design combining two qualitative interviews (with the destination management organization and the digital agency) and two quantitative surveys (of city residents and people from other Slovak regions). Findings indicate a relationship between endorser choice and audiences’ perceptions of both the campaign and the destination. The thesis also proposes a set of seven criteria to guide endorser selection and to inform future research.
Denne afhandling undersøger, hvordan valget af en kendis som ambassadør kan påvirke en destinationskampagne og folks opfattelser af den, med udgangspunkt i Visit Košices kampagne #dzivoKE i Slovakiet. Kampagnen udpegede to kendisser og var målrettet unge, der bruger sociale medier, hvor ambassadørerne producerede videoblogs og delte deres oplevelser. Med afsæt i litteratur om kendis-endorsement, fandom, meningsoverførsel, troværdighed og match-up samt persuasionsmodeller, anvender studiet en trianguleret tilgang med to kvalitative interviews (med destinationsorganisationen og det digitale bureau) og to kvantitative spørgeskemaundersøgelser (blandt byens borgere og personer fra andre slovakiske regioner). Resultaterne peger på en sammenhæng mellem valget af ambassadør og modtagernes opfattelse af både kampagnen og destinationen. Afhandlingen introducerer desuden et sæt på syv kriterier, som kan støtte beslutningsprocessen ved udvælgelse af kendisambassadører og kan danne grundlag for videre forskning.
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