Impact of celebrity endorsement on tourism industry in India

The aim of the study is to evaluate the potential consequences of celebrity endorsement in tourism industry in India. The study further attempts to explore the key celebrity characteristics which impact the selection of celebrity for the purpose.

The study is exploratory in nature. Extensive literature review is carried out to identify the key celebrity characteristics and potential consequences of celebrity endorsement in tourism industry. The study is carried out using secondary data analysis.

The study finds that celebrity endorsement would be an easy way to catch the attention of the tourist and more personal approach could be developed for the advertisement. The negative consequences such as increase in the overall costs are troublesome for the low on budget tourism industry. Further, characteristics such as attractiveness, popularity, image and relevance are the key characteristics which impact the selection of celebrity for endorsement.

The research will have implications for researchers. The study will open new areas for research such as exploring interrelationship between celebrity characteristics impacting their selection, quantifying the benefit in monetary terms occurring due to celebrity endorsement.