Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

This research aims to investigate the possibilities of event visitors being persuaded to purchase tickets by music festival advertising on social media. Music festival and social media in general were chosen to be analyzed in two major areas: advertising formats and persuasion. Moreover, general perception towards music festival advertising on social media and the relationship between social media advertising with tactics were examined. The main objective of this research was to investigate the relationship between the use of social media advertising and the purchase of music festival tickets. To investigate the analysis of how consumers perceived music festival advertising on social media and the possibilities of being persuaded to purchase the festival ticket, a quantitative offline questionnaire method was adopted and applied. It was identified that general perception toward music festival advertising on social media is positive. Furthermore, it was found that being persuaded by social media advertisement to purchase music festival ticket is positive as well. The findings of this study concluded that consumers might be persuaded to purchase the music festival ticket although different conditions were applied to the social media advertising.

Coordination development across various subsystems, particularly economic, social, cultural, and human resources subsystems, is a key aspect of urban sustainability that has a direct impact on the quality of urbanization. Hangzhou Metropolitan Circle composing Hangzhou, Huzhou, Jiaxing, Shaoxing, was the first metropolitan circle approved by National Development and Reform Commission (NDRC) as a demonstration of economic transformation. To evaluate the coupling degree of the four cities and to analyze the coordinative development in the three systems (Digital Economy System, Regional Innovation System, and Talent Employment System), panel data of these four cities during the period 2015-2022 were collected. The development level of these three systems were evaluated using standard deviation and comprehensive development index evaluation. The results are as follows: (1) the coupling coordination degree of the four cities in Hangzhou Metropolitan Circle has significant regional differences, with Hangzhou being a leader while Huzhou, Jiaxing, Shaoxing have shown steady but slow progress in the coupling development of the three systems; and (2) the development of digital economy and talent employment are the breakthrough points for construction in Huzhou, Jiaxing, Shaoxing. Related suggestions are made based on the coupling coordination results of the Hangzhou Metropolitan Circle.