Title: The impact of content quality on visit intention through celebrity emotional attachment: evidence in hospitality

Authors: Bao-Trung Duong; Dinh Minh Tri Le; Van Anh Nguyen; Vuong Hoai Thao Nguyen

Addresses: Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh City, 700000, Vietnam; International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Office of Graduate Affairs, International University, Ho Chi Minh City, 700000, Vietnam; Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Faculty of Tourism, Dalat University, Lam Dong, 670000, Vietnam ' Faculty of Tourism and Hospitality Management, Ho Chi Minh City University of Economics and Finance, Ho Chi Minh City, 700000, Vietnam

Abstract: Contemporary marketing has increasingly focused on content promotion to increase consumer engagement and purchasing intention. However, the effectiveness of content and the ideal content transmitters remain unclear in hospitality research. This study investigates how content quality influences hotel guests' visit intentions through emotional attachment to celebrities. Using a structural model based on social media influencers (SMIs), the research analyses data from 416 Vietnamese tourists via an online survey. The findings, processed with partial least squares structural equation modelling, reveal a strong positive relationship between celebrity attachment and visit intentions. Content quality, defined by visually attractive, visually congruent, informative and interactive content, significantly enhances the bond between celebrities and their followers on social media. The study offers new insights into hospitality marketing, emphasising the strategic use of celebrities to capture customer attention in a competitive market.

Keywords: celebrity emotional attachment; content quality; hospitality; social media influencers; visit intention.

DOI: 10.1504/JGBA.2025.150027

Journal for Global Business Advancement, 2025 Vol.17 No.2, pp.143 - 166

Received: 06 Jun 2025
Accepted: 16 Jul 2025
Published online: 21 Nov 2025 *

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