The purpose of the research is to examine the role of memorable tourism experience in mediating the impact of destination image on tourist revisit intention. Nowadays, memorable tourism experience needs attention in marketing research area to develop its operational definition related to the specific object such as artificial tourism. The administered questionnaires were used to collect the data from the domestic tourists who were enjoying the resort. Structural equation model has been used to analyze the data and examined the hypotheses. The findings of the research illustrate that memorable tourism experience mediates the influence of destination image toward tourist revisit intention. Based on the limitation of the research, the future research is proposed to widen area of the research in context of tourism industry besides sampling technique related to generalization objective.
The purpose of this study was to examine the relationship between celebrity endorsement and purchase intention in telecommunication device industries. A structured and self-administered survey was used to get responses from the students as the sample target. The authors delivered 154 questionnaires to the students while 79 were retained and valid for the analysis. The instrument of the research was stated valid and reliable as the result of construct validity and reliability test. Multiple regression analysis was also used to test the hypothesized relationship of the research model. The empirical findings indicate that only trustworthiness of celebrity endorser has positively and significantly affected student intention to purchase smartphone. Meanwhile, the four other celebrity endorsement dimensions which consisted of expertise, physical attractiveness, respect, and similarity of celebrity endorser have not significantly affected student intention to purchase smartphone partially. In the other hand, all of celebrity endorsement dimensions have positively and significantly affected student intention to purchase smartphone simultaneously. This study had some limitations related to the aim of the study. The further study is suggested to set wider and bigger sample characteristic in order to get better generalization. Further study can focus on involving another constructs which were categorized as intervening or moderator variables that strengthen or weaken the relationship between the dimensions of celebrity endorsement and purchase intention. The study highlights the strategic importance of celebrity endorsement in obtaining positive responses of the market target. Hence, telecommunication devices especially smartphone industries are suggested to consider celebrity endorsers who have higher trustworthiness perceived by target market as the message source of their marketing communication strategies.
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