Can fans’ idol worship be converted into travel intention? Evidence from Chinese concert goers

Abstract

After the passage of the pandemic, identifying effective ways to allure tourists to visit or revisit destinations has become a new challenge for destination marketing offices. Organizing events and particularly inviting celebrities or idols to hold concerts in the destination is a frequently used practice, as fans and followers tend to have a higher willingness to spend on merchandise or events associated with their idols. This study (1) examines the impact of fans’ idol worship on travel intention and (2) investigates whether this relationship is moderated by three contextual factors. Drawing on survey data provided by 167 respondents, this study finds that fans’ idol worship induces a positive impact on their travel intention. This positive impact is more pronounced when the idol is rated as more popular (according to their volume of fans and level of achievement) and when the concert is set to be held in a more attractive destination.level of achievement) and when the concert is set to be held in a more attractive destination.