Artistic Endorsers are Catalysts for Airlines to Attract Passengers

Reference: Ku, E.C.S. (2021). Artistic Endorsers are Catalysts for Airlines to Attract Passengers. Journal of Tourism and Services, 23(12), 44-60. doi: 10.29036/jots.v12i23.269




celebrity endorsement, marketing capabilities, trustworthiness, recommendation


The purpose of the study is to use the advertisements of four real airline artistic endorsers to analyze the contribution of the artistic endorser to discuss possible marketing strategies through an empirical questionnaire survey approach. Data were collected from the airport. Among them, 411 valid questionnaires were finally recovered. The hypothesis of the research model was tested by the SEM approach. The artistic endorser of the airline plays the role of catalyst in the marketing process to improve the airline's operational performance; this leads to our finding that the celebrity artistic endorsement should be carefully chosen in the airlines so that the image in advertising strategies and passengers' believing in celebrity endorsement would be matched; Airline companies are searching for strategies to develop stable connecting relationships with their passengers and to increase their company revenue by strengthening marketing strategy to deliver messages by utilizing the celebrity endorsement concept of passenger preferred airline based on their trust in celebrity endorser. This study contributes celebrity endorsement to the predictability of recommendation of airlines following artistic endorser sense-making of passengers' paradigm. As expected, the recommendation of airlines is most dominantly influenced by celebrity endorsement. Through empirical research, we supplement the significance of the artistic endorser sense-making perspective.

Author Biography

Edward C. S. Ku, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan (R.O.C)

Affiliation: Department of Travel Management, Faculty, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City, 81271, Taiwan (R.O.C),


Edward C.S Ku is a professor in the Department of Travel Management at National Kaohsiung University of Hospitality and Tourism. He received a Ph.D. degree from the Graduate School of Business Administration, National Central University (Taiwan). His research interests include tourism management,  electronic commerce, supply chain management, knowledge management, and information systems applied in travel management. His papers have been published in The Service Industries Journal, Service Business, Journal of Air Transport Management, Journal of Hospitality and Tourism Research, International Journal of Tourism Research, Journal of Travel and Tourism Marketing, International Journal of Hospitality Management, Internet Research, Online Information Research, and others.