Animal endorsement in destination marketing: Evidence and insights from giant pandas

Despite its widespread use in destination marketing practice, studies focusing on animal and celebrity animal endorsement is currently limited. This study expands the endorsement theory by addressing the issue of animal endorsement in destination marketing. Study 1 employed content analysis to code comment data on 20 popular giant panda videos, identifying five key effective animal endorser characteristics: cuteness, anthropomorphism, uniqueness, intimacy, and healing power. Based on questionnaire data and empirical tests, study 2 verified a model of animal endorsement in destination marketing. Results revealed that all five characteristics of animal endorser positively influenced travel intention through the mediation of parasocial interaction. This work provides important theoretical contributions to destination marketing through animal endorsement, offering actionable insights for marketers in selecting appropriate animal endorsers for destinations. • Defines the concept of animal endorsement in destination marketing. • Develops and test a model of animal endorsement in tourism. • Identifies cuteness, anthropomorphism, uniqueness, intimacy to humans, healing power as endorser characteristics. • Effective endorser characteristics positively affect parasocial interaction. • Parasocial interaction mediates the effects of animal endorsement on travel intention.