ESEV - DCA - Capítulo em obra internacional, como autor
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- How Creativity and Celebrity Trust Promotes Intention to Visit a DestinationPublication . Ferreira, Sónia; Santos, Sara; Espírito Santo, PedroVideo advertising has been widespread through TV and, over the last 10 years, through social media. The creation and production of video advertisements is increasing and therefore the creation of videos that are creative and credible is relevant in communication. In tourism, the intention to visit a destination often depends on the information that is obtained, where video ads are one of those sources of information. Videos that include celebrities as main characters are common and influence tourists to visit destinations they have not visited before. Therefore, this research aimed to analyze a research model, through the SMARTPLS software, where creativity and celebrity were conceptualized as intention to visit antecedents. The data obtained from a sample of 231 individuals shows that advertising credibility has positive effects on intention to visit a destination. Additionally, we found that advertising credibility depends on creativity and celebrity trust. Thus, important contributions will be suggested.