The Effect of television advertisement celebrity endorsement on domestic tourists visiting intension to Arba Minch tourism destination

Abstract

This research endeavour intended to investigate the effect of television advertisement celeb-rity endorsement on domestic tourist visiting intention. A total of 334 valid questionnaires were considered for analysis using explanatory study design. The explanatory study design of this study is grounded in quantitative data, and it employed a quantitative research ap-proach. With the use of SPSS software version 26, the data were examined using both de-scriptive and inferential statistics, including the analysis of multiple regression and corre-lation. The findings confirmed a positive and significant relationship between celebrities’ attributes, namely, Trustworthiness, Product matchup, Expertise, and Attractiveness with domestic tourist visitation intention. Trustworthiness has high significant and positive im-pacts on domestic tourist visitation intention. While the present research highlighted impli-cations for destination managers, it has recommended that future research should encom-pass social, political, economic, and environmental considerations, as well as newer media outlets like Facebook, YouTube, Twitter, and TikTok.