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Influence of celebrity involvement on place attachment: role of destination image in film tourism

ABSTRACT The importance of place attachment in film tourism has been recognized by scholars and practitioners. However, despite its predominance in the destination management industry, several unaddressed issues remain in film tourism. Therefore, this study is conducted to investigate the relationships between celebrity involvement, destination image, and place attachment. Data obtained from 301 purposeful film tourists indicated that celebrity involvement was positively associated with place attachment. Moreover, cognitive image and affective image partially mediated the relationship between celebrity involvement and place attachment. In other words, cognitive image and affective image represent crucial psychological processes that explain how celebrity involvement influences place attachment. Furthermore, compared with the affective image, the cognitive image had a more crucial mediating role in the celebrity fan–film destination attachment relationship. Theoretical and managerial implications are also provided.