Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement.

The push-pull motivation theory was applied to examine the role of travel motivation in the relationship between senior-friendly destination attributes and future seniors’ travel intention to a senior-friendly destination. A quantitative cross-sectional study was conducted on a sample of 209 future senior tourists in Malaysia. Hierarchical multiple regression and factor analysis results revealed four important attribute dimensions of a senior-friendly destination from the perspective of future senior tourists, i.e., ‘senior-friendly facilities and accessibility,’ ‘tourism resources and attractions,’ ‘complementary services,’ and ‘safety and security services.’ ‘Tourism resources and attractions’ was found to be the only destination attribute that significantly predicts future seniors’ travel intention. Travel motivation was tested to determine its effect on travel intention, however the findings indicated that future senior tourists’ travel motivation has no moderating role in the relationship between senior-friendly destination attributes and travel intention. Implications and suggestions are provided for tourism researchers, destination managers, and travel service providers.

Tourism has been widely recognized as a powerful tool for economic growth in rural communities around the world. The growth of rural tourism has always been a significant start in targeting poverty alleviation and promoting economic change in rural China. Rural tourism development is the participation of rural people in tourism and full integration into tourism development. Rural tourism development depends on the participation and support of rural residents. Therefore, this research explores the influencing factors of rural tourism residents’ happiness and their influence on tourism support. The sample was selected from Anren Town, Chengdu City, China, and the research subjects were residents of Anren Town. In this study, data were collected from 370 residents of Anren Town via a questionnaire survey. The results show that Community Involvement (CI) and Community Attachment (CA) positively affect residents’ Authentic Happiness (AH). This research found that improving residents’ support for tourism development can promote the development of rural tourism. The study finding provides a new perspective for the treatment of residents’ problems in tourism development and has guiding significance for the improvement of residents’ happiness index in tourism destinations. If the community is better, the happiness of the residents will be stronger.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.