名人效應對露營者旅遊意願影響之研究

The Effect of Celebrities on Campers’Travel Intention

近年來，全球疫情推動了露營成為熱門戶外旅遊活動。明星和網紅在社交媒體分享他們的露營經歷，引發大眾興趣並模仿，促進了露營熱潮。研究顯示，名人的吸引力、可信度和專業知識通過社交媒體影響觀眾，提升了他們的露營意願。儘管名人效應常被用作行銷策略，但在露營產業中的應用尚未被廣泛研究。本研究發現：（1）名人特質對露營者擬社會互動有正向影響；（2）擬社會互動增展露營意願；（3）名人特質顯著提升旅遊意願，但名人的吸引力對旅遊意願的影響不顯著。研究結果提供露營業者制定行銷策略之參考依據。

The pandemic has boosted camping's popularity, partly due to celebrities sharing their experiences on social media. Research shows public interest in celebrities affects consumer and travel behavior. This study explores how celebrity traits (attractiveness, trustworthiness, expertise) influence camping intentions via social media. Key findings include: (1) celebrity traits positively affect campers' parasocial interaction (PSI), (2) PSI influences travel intentions, and (3) celebrity traits enhance travel intentions. However, attractiveness alone does not directly impact travel intention. These insights can guide future marketing strategies for camping operators.