A Study on the Impact of Endorsement of Celebrity for Marketing Tourism


Bibhuti B Pradhan
Management, Siksha O Anusandhan (Deemed to be University), Bhubaneswar, India.


The government has started a campaign “incredible India” to attract tourism through celebrity endorsement, better infrastructure, employment etc. tourism enforces the government to take useful actions for the development of various sectors namely horticulture, handicraft, agriculture, poultry, construction as well as to preserve cultural awareness and tradition, stimulate trade and business sectors and boosts up regional development. A sample of 330 will considered for the data analysis as 330 sample size is adequate for conducting factor analysis (Nunnally, 1967). The Structural equation modeling was be used to find out the relationships between the variables and to prove the proposed hypotheses. It has been found from the research that celebrity endorsement along with credibility does impact the visit intention.