Whether authenticity matters for virtual cultural ambassadors: Understanding the effect of perceived authenticity on residents’ tourism support
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on January 16, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
Virtual cultural ambassadors (VCAs) have become significant in destination branding and tourism marketing. This study explores how the perceived authenticity of VCA enhances residents’ support for tourism. The current study assesses a conceptual model ...
Virtual cultural ambassadors (VCAs) have become significant in destination branding and tourism marketing. This study explores how the perceived authenticity of VCA enhances residents’ support for tourism. The current study assesses a conceptual model ...