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Keywords: Source credibility
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Journal Articles
Virtual destination endorsers and brand trust: a source credibility perspective on branding small heritage cities
Available to Purchase
Journal of Hospitality and Tourism Insights (2026) 9 (6): 2447–2466.
Published: 10 February 2026
.../approach Grounded in source credibility theory and the consumer-based destination brand equity framework, this study examines how perceived physical attractiveness, anthropomorphism, and trustworthiness of VDEs influence brand awareness, brand image, and destination brand trust. A scenario-based online...
