Friend or assistant? Matching effects between virtual influencer role types and well-being patterns based on construal level theory

How to appropriately use virtual influencer (VI) roles to share travel experiences is crucial for tourism destination marketing. This study examines the matching effects of VI roles and well-being patterns on potential tourists’ travel intention, and the mediating role of emotional arousal based on construal level theory. Results show that when VIs act as virtual assistants, expressing hedonia can better stimulate travel intention, whereas when VIs act as virtual friends, expressing eudaimonia is more effective. Emotional arousal mediates this process. This study contributes to the research on VIs and tourism destination marketing.