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Popular media–induced tourism has emerged as a growing body of research. Although previous literatures have examined the relationship between celebrity involvement and behavioral intentions, the mechanism underlying this relationship remains a black box. The purpose of this study is to examine the relationship between celebrity involvement and behavioral intentions as well as to clarify the role of perceived value. Survey data from 382 tourists in Taiwan indicate that celebrity involvement is positively related to behavioral intentions. Moreover, perceived value partially mediates the relationship between celebrity involvement and behavioral intentions. Implications of these findings for managing marketing strategies as well as future research directions are subsequently discussed.

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