Investigating the role of virtual ambassadors on destination visit intention: A mixed methods approach

The use of virtual ambassadors has become a tool in destination marketing, yet their role in shaping visit intention remains underexplored. This study employed a sequential mixed methods design. Study 1 analysed 3618 comments under destination promotional videos to identify categories that reflect the stages of the meaning transfer process of virtual ambassadors. Study 2 operationalised these categories and tested the theoretical model using survey data from 438 respondents. Results showed that multidimensional anthropomorphism and ambassador–destination congruence facilitated meaning transfer to the destination by enhancing parasocial interaction and immersion, thereby increasing perceived destination attractiveness and visit intention. Among the dimensions of anthropomorphism, the emotional and cognitive dimensions respectively dominate parasocial interaction and immersion. The findings reveal the mechanism through which virtual ambassadors influence intention to visit a destination via meaning transfer. The findings provide insights for optimising virtual ambassador design by transferring meanings to enhance destination attractiveness and visit intention.