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Visitor Visa

Visa Waiver Program

Travel Without a Visa

Citizens of Canada and Bermuda

Generally, a citizen of a foreign country who wishes to enter the United States must first obtain a visa, either a nonimmigrant visa for a temporary stay, or an immigrant visa for permanent residence. Visitor visas are nonimmigrant visas for persons who want to enter the United States temporarily for business (visa category B-1), for tourism (visa category B-2), or for a combination of both purposes (B-1/B-2).

Here are some examples of activities permitted with a visitor visa:

Business (B-1)

• Consult with business associates
• Attend a scientific, educational, professional, or business convention or conference
• Settle an estate
• Negotiate a contract

Tourism (B-2)

• Vacation (holiday)
• Visit with friends or relatives
• Medical treatment
• Participation in social events hosted by fraternal, social, or service organizations
• Participation by amateurs in musical, sports, or similar events or contests, if not being paid for participating
• Enrollment in a short recreational course of study, not for credit toward a degree (for example, a two-day cooking class while on vacation)

Travel Purposes Not Permitted On Visitor Visas

These are some examples of activities that require different categories of visas and cannot be done while on a visitor visa:

• Paid performances, or any professional performance before a paying audience
• Arrival as a crewmember on a ship or aircraft
• Work as foreign press, in radio, film, print journalism, or other information media
• Permanent residence in the United States

Visitor visas will also not be issued for birth tourism (travel for the primary purpose of giving birth in the United States to obtain U.S. citizenship for their child).

How to Apply

There are several steps to apply for a visa. The order of these steps and how you complete them may vary by U.S. Embassy or Consulate. Please consult the instructions on the  U.S. Embassy or Consulate website .

Complete the Online Visa Application

• Online Nonimmigrant Visa Application, Form DS-160 – Learn more about completing the DS-160 . You must: 1) complete the online visa application and 2) print the application form confirmation page to bring to your interview.
• Photo – You will upload your photo while completing the online Form DS-160. Your photo must be in the format explained in the Photograph Requirements .

Schedule an Interview

Interviews are generally required for visa applicants with certain limited exceptions below. Consular officers may require an interview of any visa applicant.

You should schedule an appointment for your visa interview at the  U.S. Embassy or Consulate  in the country where you live. You may schedule your interview at another U.S. Embassy or Consulate, but be aware that it may be more difficult to qualify for a visa outside of the country where you live. 

Wait times for interview appointments vary by location, season, and visa category, so you should apply for your visa early. Review the interview wait time for the location where you will apply: 

Appointment Wait Time

Check the estimated wait time for a nonimmigrant visa interview appointment at a U.S. Embassy or Consulate.

Note: Please check the individual Embassy or Consulate website to determine if your case is eligible for a waiver of the in-person interview.

Applicants scheduling visa appointments in a location different from their place of residence should check post websites for nonresident wait times.

Select a U.S. Embassy or Consulate:

Prepare for your interview.

• Fees - Pay the non-refundable visa application fee , if you are required to pay it before your interview. If your visa is approved, you may also need to pay a visa issuance fee, if applicable to your nationality. Fee information is provided below:

Select your nationality to see Issuance Fee

• Review the instructions available on the website of the  U.S. Embassy or Consulate  where you will apply to learn more about fee payment.

Gather Required Documentation

Gather and prepare the following required documents before your visa interview:

• Passport valid for travel to the United States – Your passport must be valid for at least six months beyond your period of stay in the United States (unless exempt by country-specific agreements ). Each individual who needs a visa must submit a separate application, including any family members listed in your passport.
• Nonimmigrant Visa Application, Form DS-160 confirmation page.
• Application fee payment receipt, if you are required to pay before your interview.
• Photo – You will upload your photo while completing the online Form DS-160. If the photo upload fails, you must bring one printed photo in the format explained in the Photograph Requirements .

Additional Documentation May Be Required

Review the instructions for how to apply for a visa on the website of the U.S. Embassy or Consulate where you will apply. Additional documents may be requested to establish if you are qualified. For example, additional requested documents may include evidence of:

• The purpose of your trip,
• Your intent to depart the United States after your trip, and/or
• Your ability to pay all costs of the trip.   

Evidence of your employment and/or your family ties may be sufficient to show the purpose of your trip and your intent to return to your home country. If you cannot cover all the costs for your trip, you may show evidence that another person will cover some or all costs for your trip.

Note:  Visa applicants must qualify on the basis of the applicant's residence and ties abroad, rather than assurances from U.S. family and friends. A letter of invitation or Affidavit of Support is not needed to apply for a visitor visa. If you choose to bring a letter of invitation or Affidavit of Support to your interview, please remember it is not one of the factors used in determining whether to issue or deny the visa.

Attend Your Visa Interview

A consular officer will interview you to determine whether you are qualified to receive a visitor visa. You must establish that you meet the requirements under U.S. law to receive a visa.   Ink-free, digital fingerprint scans are taken as part of the application process. They are usually taken during your interview, but this varies based on location.

After your visa interview, the consular officer may determine that your application requires further  administrative processing .  The consular officer will inform you if this required.

After the visa is approved, you may need to pay a visa issuance fee (if applicable to your nationality), and make arrangements for the return of the passport and visa to you.  Review the  visa processing times  to learn more.

Entering the United States

A visa allows a foreign citizen to travel to a U.S. port-of-entry (generally an airport) and request permission to enter the United States. A visa does not guarantee entry into the United States. The Department of Homeland Security (DHS), U.S. Customs and Border Protection (CBP) officials at the port-of-entry have authority to permit or deny admission to the United States. If you are allowed to enter the United States, the CBP official will provide an admission stamp or a paper Form I-94, Arrival/Departure Record. Learn more about admissions and entry requirements, restrictions about bringing food, agricultural products, and other restricted/prohibited goods, and more by reviewing the CBP website .

Extending Your Stay

See  Extend Your Stay  on the U.S. Citizenship and Immigration Services (USCIS) website to learn about requesting to extend your stay beyond the date indicated on your admission stamp or paper Form I-94. 

Failure to depart the United States on time will result in being  out of status . Under U.S. law, visas of individuals who are out of status are automatically voided ( Section 222(g) of the Immigration and Nationality Act ).  Any multiple entry visa that was voided due to being out of status will not be valid for future entries into the United States. 

Failure to depart the United States on time may also result in you being ineligible for visas in the future. Review  Visa Denials  and  Ineligibilities and Waivers: Laws  to learn more.

Change of Status

If your plans change while in the United States (for example, you marry a U.S. citizen or receive an offer of employment), you may be able to request a change in your nonimmigrant status to another category through U.S. Citizenship and Immigration Services (USCIS). See  Change My Nonimmigrant Status  on the USCIS website to learn more.

While you are in the United States, receiving a change of status from USCIS does not require you to apply for a new visa.  However, once you depart the United States you must apply for a new visa at a U.S. Embassy or Consulate in the appropriate category for your travel.

Additional Information

• An individual on a visitor visa (B1/B2) is not permitted to accept employment or work in the United States.
• There is no guarantee you will be issued a visa. Do not make final travel plans or buy tickets until you have a visa.
• A valid U.S. visa in an expired passport is still valid. Unless canceled or revoked, a visa is valid until its expiration date. If you have a valid visa in your expired passport, do not remove it from your expired passport. You may use your valid visa in your expired passport along with a new valid passport for travel and admission to the United States. 

Travel for Medical Treatment

If you are seeking medical treatment in the United States, the consular officer may ask for further documents at your visa interview, which may include:

• Medical diagnosis from a local physician, explaining the nature of the ailment and the reason you need treatment in the United States.
• Letter from a physician or medical facility in the United States, stating they are willing to treat your specific ailment and detailing the projected length and cost of treatment (including doctors’ fees, hospitalization fees, and all medical-related expenses).
• Proof that your transportation, medical, and living expenses in the United States will be paid. This may be in the form of bank or other statements of income/savings or certified copies of income tax returns (either yours or the person or organization paying for your treatment).

Visitor Visas for Personal or Domestic Employees (B-1)

You may apply for a B-1 visitor visa to work in the United States as a personal or domestic employee for your employer in limited situations. You may work in the United States on a visitor visa if your employer is:

• A U.S. citizen who has a permanent home or is stationed in a foreign country, but is visiting or is assigned to the United States temporarily; or
• A foreign citizen who is in the United States on one of the following nonimmigrant visa categories:  B, E, F, H, I, J, L, M, O, P, or Q.

Learn more about your rights in the United States and protection available to you by reading the Legal Rights and Protections pamphlet.

Visa Renewal

Whether you are applying for the first time or renewing your visa, you will use the same application process (please review How to Apply , above). Some applicants seeking to renew their visas in certain visa classes may be eligible for the Interview Waiver (IW) which allows qualified individuals to apply for visa renewals without being interviewed in person by a U.S. consular officer. Review the instructions on the website of the U.S. Embassy or Consulate where you will apply to determine if the IW is available and if you qualify.

Do I need a visa if I have an ABTC?

Yes, you will still need a visa to travel to the United States, unless you qualify for the  Visa Waiver Program . Having an Asian-Pacific Economic Cooperation (APEC) Business Travelers Card (ABTC) does not change visa requirements, your visa status, or the visa process for travel to the United States.

How can I use my ABTC when I apply for my visa?

If you have an Asian-Pacific Economic Cooperation (APEC) Business Travelers Card (ABTC),  you might be able to schedule an expedited visa interview appointment. Review the instructions for scheduling expedited appointments on the website of the  embassy or consulate  where you will apply. 

Visa Annotations for Certain Maritime Industry Workers

Certain foreign maritime workers are eligible to apply for a Transportation Worker Identification Credential (TWIC) once in the U.S. If you, as a maritime industry worker, will perform services in secure port areas, your visa must be annotated “TWIC Letter Received.” Workers whose visas are not annotated will not be permitted by the Transportation Security Administration (TSA) to apply for a TWIC.

In order for your visa to be annotated, you must obtain a letter from your employer explaining the need for a TWIC and that you are a potential TWIC applicant. See a template example of this letter. You must present this letter when you apply for the B-1 visa. You must meet all other eligibility requirements for a B-1 visa. 

Complete information about the TWIC program is available on TSA’s website at  https://www.tsa.gov/for-industry/twic .

Visa Denial and Ineligibility

Review  Visa Denials  for detailed information about visa ineligibilities, denials and waivers.

I was refused a visa, under Section 214(b). May I reapply?

Yes, if you feel circumstances have changed regarding your application. Review  Visa Denials  to learn more.

Misrepresentation or Fraud

Attempting to obtain a visa by the willful misrepresentation of a material fact, or fraud, may result in the permanent refusal of a visa or denial of entry into the United States.

Review  Ineligibilities and Waivers: Laws .

Citizens of Canada and Bermuda do not require visas to enter the United States, for visit, tourism and temporary business travel purposes. For more information see  U.S. Embassy Ottawa website ,  U.S. Consulate Hamilton website  and  CBP website .

Additional resources for Canadian visitors to the United States can be found on the U.S. Embassy and Consulate websites in Canada.

Citizens of China

In accordance with the agreement signed between the United States and China to extend visa validity, beginning on November 29, 2016, Chinese citizens with 10-year B1, B2 or B1/B2 visas in Peoples’ Republic of China passports will be required to update their biographical and other information from their visa application via a website every two years, or upon getting a new passport or B1, B2, or B1/B2 visa, whichever occurs first.  This mechanism is called EVUS - Electronic Visa Update System.

The EVUS website is now open to the public for enrollments at www.EVUS.gov .  CBP will not collect a fee for EVUS enrollment at this time. CBP anticipates the eventual implementation of an EVUS enrollment fee, but does not have a time frame. Until the implementation of a fee, travelers can enroll in EVUS without charge.  The Department of Homeland Security, Customs and Border Protection (CBP) will keep visa holders informed of new information throughout the year. For further information, please visit  www.cbp.gov/EVUS .‎

根据美中双方签署的延长签证有效期的协议，自2016年11月29日起，凡持有10 年 期B1，B2 或 B1/B2签证的中华人民共和国护照持有人需要每两年或在获取新护照或最长有效期的B1、B2或B1/B2签证时时（以先到者为准），通过网站更新他们签证申请上的个人资料及其它信息。这个机制我们称之为EVUS –签证更新电子系统。

EVUS的登记网站 www.EVUS.gov 现已开放接受登记。美国海关和边境保护局（CBP）目前不会收取登记费用。美国海关和边境保护局预期EVUS登记收费最终会实施，但目前尚未落实执行时间。在收费实施前，旅客可以免费完成EVUS登记。美国国土安全部海关和边境保护局将在今年及时向签证持有人公布最新的信息。获取更多的信息，请访问 www.cbp.gov/EVUS 。

Citizens of Mexico

Citizens and permanent residents of Mexico generally must have a nonimmigrant visa or Border Crossing Card (also known as a "Laser Visa"). For ease of travel, the B-1/B-2 and the Border Crossing Card have been combined into one document (DSP-150). Select  Border Crossing Card  to learn more about this card.

Please visit  U.S. Embassy or Consulate  websites for more information regarding applying for a visa at the U.S. Embassy or Consulates in Mexico.

Further Questions

• Case-Specific Questions - Contact the U.S. Embassy or Consulate handling your visa application for status information. Select  U.S. Embassy or Consulate  for contact information.
• General Questions - review  Contact Us .

Visa Waiver Program  (VWP)

Tourist or business travelers who are citizens of participating countries may be eligible to visit the United States without a visa. Visits must be 90 days or less, and travelers must meet all requirements.

Citizens of Canada and Bermuda generally do not need visas for tourism and visits.

More Information

A-Z Index Legal Rights & Protections Lost/Stolen Travel Documents Denials Fraud Warning Visa Expiration Date Automatic Revalidation Nonimmigrants in the United States–Applying for Visas in Canada or Mexico Visa Applicants - State Sponsors of Terrorism Border Security/Safety Find a U.S. Embassy or Consulate Customer Service Statement

External Link

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MSU Extension Agriculture

Inviting people to visit your farm: safety for your agritourism business.

Julia Darnton <[email protected]> , Michigan State University Extension - September 14, 2018

Tourism and agriculture are often listed among the top industries in Michigan creating economic value. The point of connection between these two sectors is known as agritourism.

Tourism and agriculture are often listed among the top industries in Michigan creating economic value. The point of connection between these two sectors is known as agritourism.  According to Michigan Agritourism , a non-profit organization that supports this industry, “anytime a farming operation opens its doors to the public and invites visitors to enjoy their products and services – that’s agritourism.” 

If you’ve decided that agritourism is something you’d like to add to your farm , there are some things to understand about what is required. You want to plan for visitors who likely haven’t had experience with working farms and you need to work insure that visitors are safe from potential hazards of farming enterprises.  Consider how to make the experience meaningful and valuable for your visitors and customers.   

The following things are important to keep in mind as you plan to invite the public on to your farm:

• View the farm from an outsider’s perspective to better understand potential hazards.
• Adequate and well-trained staff to assist visitors.
• Signage that is clear for visitors and prepares them for the experience.
• Visitor parking that has clear entrances and exits.
• Food safety planning for farm products and what is served at your location.
• Cover your liability with insurance including your agritourist enterprise.

Understand potential hazards 

One of the first things that you can do to prepare your farm to welcome visitors is to review hazards that exist on your farm. To understand how outsiders view your farm, consider inviting someone onto your farm to help you identify things you haven’t thought of and places where the public will not be invited.  For those locations, think about signage that will tell people where they are not allowed and where they can visit.  Ohio State University Extension -- has a handy guide to get farms “ Agritourism Ready ” that helps farms to understand risk management and plan for safety and emergencies.  Planning for emergencies has to do with responding to an incident like a tornado warning or an injury while safety deals with prevention, training and rules for everyday operations.  For example, making sure smoke detectors are tested is part of safety and putting out a fire is part of responding to an emergency.  Regular tasks that are assigned to employees and rules for employees are part of planning for safety.  Sharing plans for the event of an emergency is part of training to respond.

Well-trained staff

For operations that are inviting people to harvest themselves, like U-Pick fruit or cut-your-own Christmas trees, insure that people know where they can go, how to find what can be harvested and how to harvest what they take without damaging something else.   The key to this is well-trained staff that will assist visitors.  Staff should insure that visitors know how to use equipment available safely.  If guests are being transported on the farm, be sure that vehicle is safe to transport people and their selected products.  Signs instructing guests to stay seated and use care when mounting and dismounting the vehicle are a good idea.  When training seasonal employees, review safety procedures and tie the information to the mission and values of your enterprise.

Signs to assist customers

Signage on your farm may not always be read or adhered to but you can do a lot of good to post notices that help to direct people toward where they should be and away from where you don’t want them on the farm.  Consider adding signs to prevent people from entering buildings that you haven’t had inspected for visitors, to direct them toward entrances and exits, and to keep them away from potential hazards.  Consider adding educational signs that help them to understand your enterprise.  For example, you may want to help the customer understand the time it takes for a tree to grow to maturity so that they can understand how much you’ve invested in your product. 

Keep food safe for customers

If you offer ready-to-eat food or beverages for sale, make sure you get licenses from your local county health department to insure food safety. You’ll need to have your preparation space inspected and your process approved.  You can sell cottage food from your farm directly to customers but be sure to follow the guidelines for Michigan Cottage Food Law . 

Consult an insurance professional who can assess your business and provide coverage for this enterprise.  Do not assume that your current farm policy will cover having visitors on your farm.  Acquaint them with the planning and preparation that you have done including all the aspects covered above.  Try to anticipate the questions that will be raised and have documents and answers ready for the broker or agent.

In summary, providing a positive experience for customers is a different set of concerns than growing or taking products to other markets.  When you invite people onto your property, prepare for these guests and work to make their experience with agriculture a positive one that they will remember for years to come.  The work that you do to get them to your location is half the effort.  Getting them to return to your business again and again depends on the experience that they have when they visit. You can plan to keep them safe and have a great time while they buy from you.  Michigan State University Extension works to support both agriculture and tourism industries in our state through our educational programs. For more information about these programs and resources, contact an Extension educator.

This article was published by Michigan State University Extension . For more information, visit https://extension.msu.edu . To have a digest of information delivered straight to your email inbox, visit https://extension.msu.edu/newsletters . To contact an expert in your area, visit https://extension.msu.edu/experts , or call 888-MSUE4MI (888-678-3464).

Did you find this article useful?

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Open Access

Peer-reviewed

Research Article

Effect of parasocial relationship on tourist’s destination attitude and visit intention

Roles Conceptualization, Writing – original draft

Affiliation Faculty of International Tourism and Management, City University of Macau, Macau, China

Roles Supervision

Roles Conceptualization, Data curation, Software

* E-mail: [email protected]

• Xiang Zheng, 
• Jian Ming Luo, 

• Published: April 6, 2022
• https://doi.org/10.1371/journal.pone.0265259
• Reader Comments

Along with the rapid development of the Internet, the form of destination marketing is becoming increasingly innovative and diverse. Celebrity endorsement via social media, as an effective marketing strategy, has been widely used by various tourism companies to attract and engage with their customers. Previous studies have investigated the various aspects of such endorsement (e.g. the effect of endorser’s attributes) in different contexts (e.g. Hotel, Restaurant, Airline). However, little research has focused on the influence of the tourists’ parasocial relationship with endorsers on destination marketing. Accordingly, the current study aims to explore the role of parasocial relationships on tourists’ destination attitude and visit intention.

This study adopted quantitative method and conducted Partial Least Square-Structural Equation Modelling (PLS-SEM) for data analysis. 498 valid questionnaires were collected from Weibo (One of China’s most popuar social media platforms).

Results suggested that endorser’s credibility positively influenced follower’s parasocial relationship (p<0.001), which in turn positively influenced destination attitude and visit intention (p<0.001). Additionally, the parasocial relationship significantly mediated the relationship between credibility and destination attitude as well as visit intention (p<0.001).

The emerging trend of celerbity endorsement via live-streaming makes tourism destination marketing more diverse and even effective. Through exploring the underlying mechanism of celebrity endorsement, this study can provide destination marketers with insights about how to build and strengthen the tourist’s attitude and visit intention towards destiantion by developing their parasocial relationships with endorsers. This study also adds to the literature of using Partial Least Square-Structural Equation Modelling (PLS-SEM) in tourism and hospiatlity research.

Citation: Zheng X, Luo JM, Shang Z (2022) Effect of parasocial relationship on tourist’s destination attitude and visit intention. PLoS ONE 17(4): e0265259. https://doi.org/10.1371/journal.pone.0265259

Editor: Andrea Fronzetti Colladon, Universita degli Studi di Perugia, ITALY

Received: October 1, 2021; Accepted: February 25, 2022; Published: April 6, 2022

Copyright: © 2022 Zheng et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: All relevant data are within the manuscript and its Supporting Information files.

Funding: The author(s) received no specific funding for this work.

Competing interests: The authors have declared that no competing interests exist.

1. Introduction

According to the China Internet Network Information Centre [ 1 ], the Internet penetration rate has reached 70.4% in China, with nearly 1 billion netizens. Aiming to take advantages of the Internet development, many tourism companies and destination management organisations started using various tools including website, social media and online influencer strategy to help with destination marketing. Ctrip, for example, as China’s largest online travel agent [ 2 ], reported that the gross merchandise volume (GMV) from live-streaming has exceeded 2.4 billion Yuan by the third quarter of 2020, attracting more than 170 million views [ 1 ]. Interestingly, the chief executive officer of Ctrip also actively participated in such activities through live-streamed videos of himself, which transformed him into an Internet star and turned out to be very effective among customers [ 3 ]. Clearly, celebrity endorsement via social media platforms has become an emerging marketing strategy in the tourism field.

Recent trends in celebrity endorsement have led to a proliferation of studies around the theme of the impact of destination endorsers on tourist visit intention, destination brand love and destination attitude [ 4 – 9 ]. Previous research suggests that the potential benefits of adopting celebrity endorsement strategy include stronger emotional bonds between customers and brands [ 10 , 11 ], product involvement [ 12 ], corporate credibility and loyalty [ 13 ] and visit intention and destination attitude [ 5 ]. Existing research in the early stage also recognises the critical role played by different attributes of endorsers in explaining the influence of celebrity endorsement [ 14 , 15 ]. Moreover, one variable from the media field, namely, parasocial relationship, has seen its popularity in tourism research in the past few years. Parasoical relationship is a concept that describes an illusory intimacy developed between the media person and the viewers [ 16 ]. Previous studies examined the role of parasocial relationship in brand identification and customer citizenship behaviour [ 17 ], perceived well-being and visit intention in the context of TV-induced tourism [ 18 ], destination brand love [ 9 ], perceived brand quality, brand affect and brand preference [ 19 ].

Nevertheless, few studies have investigated the role of parasocial relationship with endorsers in destination marketing. This study adapted a three-dimensional credibility model originally proposed by [ 15 ], containing attractiveness, trustworthiness and expertise components, to explore the underlying mechanism of celebrity endorsement in tourism destination marketing by applying theories from various fields, such as uncertainty reduction theory, affect transfer theory and social exchange theory into the tourism setting. More specifically, we examine the emerging role of parasocial relationship within the perspective of destination marketing and verify the relationships among attractiveness, trustworthiness, expertise, parasocial relationships, destination attitude and visit intention. We selected Tenzin, one recent star of destination ambassador in China, as representative in the field of celebtity endorsement. This study contributes to our knowledge of the influence mechanism of credibility and the role of parasocial relationship on destination marketing, providing valuable insights to tourism companies and destination management organisations for more effective practices in the future.

The remainder of this paper is organised as follows. Section two gives the literature review of relevant concepts used in this study and section three develops the hypotheses between different constructs. Section four describes the methodology of our study, including endorser selection criteria, measurement scales and data collection and analysis process. Section five presents the main results. Section six discusses on the basis of the key results and concludes the entire study. Section seven details both theoretical and practical implication of the study. Section eight outlines the study’s limitations and proposes further research areas.

2. Literature review

2.1 celebrity endorser in destination marketing.

Celebrity endorser refers to ‘the individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement’ [ 20 ] (p. 310). In the past, it broadly referred to movie stars, athletics, politicians, business men, artists and military personnel [ 20 ]. Then, with the rapid development of technology, those people famous on social media could also be regarded as ‘Internet celebrities’ as they enjoy wide social presence, which in turn has a strong impact on the audience’s behavior [ 7 , 21 ]. [ 20 ] identified endorsements in four distinct types, namely, the explicit mode (‘I endorse this product’), the implicit mode (‘I use this product’), the imperative mode (‘You should use this product’) and the copresent mode (i.e., in which the celebrity merely appears with the product). Celebrity endorsement has received remarkable attention from many scholars, and previous studies found that it has a positive effect on brand awareness and loyalty [ 22 ], attitudes towards advertising messages [ 23 ], brand attitudes [ 24 ], brand awareness [ 25 ] and purchase intention [ 26 – 30 ]. In the tourism field, research on the impact of celebrity endorsers on destination marketing concentrates on two perspectives. The first perspective focuses on different attributes of celebrity endorsers. Van der Veen and Song [ 6 ] suggested that endorser’s nativity could influence the endorsement effectiveness. Glover [ 31 ] pointed out the potential effects of celebrity image on destination awareness and purchase decision. The second perspective focuses on different characteristics of tourists. Magnimi et al. [ 32 ] revealed how different audiences with different demographic characteristics respond differently to celebrity endorsers. Parents in particular pay extra attention to matching images. Female and young audiences exhibit active responses to a celebrity’s physical attractiveness, whereas older customers rely more on a celebrity’s trustworthiness. McCartney and Pinto [ 33 ] found that when it comes to travel decisions, those travelers who are younger and earning middle income tend to be more easily affected by celebrity endorsers. In addition, many studies looked into the role of celebrity involvement in destination image and visit intention [ 34 , 35 ].

Although celebrity endorsers received abundant attention from researchers, little study has explored its role in destination marketing from the perspective of parasocial relationships. Zhang et al. [ 9 ] explored how the credibility of endorser and tourist’s parasocial relationships influence tourist destination brand love. Su et al. [ 36 ] examined the effect of parasocial relationship between customer and TV character on people’s attitude towards a destination.

2.2 Endorser credibility

Credibility is often explained as the good qualities of the communicator that may affect the receiver’s acceptance of the related message [ 15 ]. In the context of marketing, it reflects the degree to which the information source is recognised as an expert on the issues of discussion and can be credited to offer objective opinions on the subject [ 15 ]. By incorporating both the source-credibility model by [ 37 ] and the attractiveness model by [ 38 ], three dimensions of celebrity endorser’s credibility were identified and tested as reliable and valid by [ 15 ], namely, attractiveness, trustworthiness and expertise. Physical attractiveness refers ‘to the degree to which one’s facial image elicits favourable reactions from others’ [ 39 ] (p.47). Joseph [ 40 ] also concluded that attractive communicators tend to be liked more and can positively influence the product they are endorsing. In other words, enhancing communicator’s attractiveness could lead to a positive change in customer attitude [ 41 , 42 ]. Trustworthiness is defined as the perceived desire of the information source to provide valid assurance, whilst expertise is defined as the perceived capacity of the information source to provide valid assurance [ 20 ]. Previous studies demonstrated that customers’ attitude and behaviour towards a certain brand could be influenced by the perceived credibility of brand endorsers [ 26 , 43 ]. In addition, Ohanian [ 15 ] summarised after reviewing many credibility literatures that sources in high credibility are more persuasive than sources in low credibility and that highly credible sources lead to more obedience in behaviour than do less credible sources.

Many studies have examined the function of endorser credibility in destination marketing in the tourism industry. Van deer Veen and Song [ 6 ] found that endorser’s attractiveness positively affects audience’s attitude towards the advertisement and destination, thus indirectly influencing the visit intention. Zhang et al. [ 9 ] suggested that the perceived trustworthiness and expertise of a celebrity endorser might have a positive impact on tourists’ brand love towards a destination via parasocial interaction. Kim et al. [ 44 ] pointed out that expertise, as one dimension of endorsers’ credibility, is found to be the most relevant factor that associates with brand equity and destination attachment in the context of festival. ven der Veen [ 11 ] argued the importance of a ‘right fit’ between the endorser and the destination, and Glover [ 31 ] further advocated a three-way match among the destination image, celebrity image and the tourist’s self-image to boost the efficacy of celebrity endorsements of destinations.

2.3 Parasocial relationships

The concept of parasocial relationships is derived from and closely related to the concept of parasocial interactions, which is originally put forward by [ 16 ]. They described parasocial relationship as the enduring and illusionary intimacy that the media audience could develop through repetitive interactions whether verbally or bodily with the media persona. The main observation of this theory was some social and communicative behaviours such as greet, wink, gaze and direct communication acts from media performers could induce responses from viewers as if they would in real-life interactions [ 16 ]. At the early stage, this theory was used widely in the context of various mass media platforms―radio, television and the movies. Levy [ 45 ] found that people who established a parasocial relationship with newscasters (one typical example of popular mass media performers at that period) through more interactions watched news programmes more frequently. Rubin and Step [ 46 ] examined the role of parasocial relationship on radio listening frequency. Looking forward to the age of new media, the parasocial relationship theory apparently started to be adopted in the context of various social media personas, such as Twitter celebrities [ 47 ], Instagram and YouTube bloggers [ 48 , 49 ]. Previous studies showed that parasocial relationship between viewers and performers could positively influence purchase intention [ 49 ], social commerce intention [ 50 ], brand loyalty as well as the willingness to share further information of the brand [ 51 ].

In the field of tourism, parasocial relationship also received adequate attention from many scholars. From the viewpoint of tourism product brand, Lee and Lee [ 52 ] investigated the relationship between customer’s PSR with hotel brand and their self-brand connection and brand usage intention. Likewise, the influence of customer’s PSR with hotel company on their continuous intention of using branded app was also examined [ 53 ]. Moreover, the relationship among PSR, brand identification and customer citizenship behaviour were identified in previous study [ 17 ]. From the viewpoint of tourism destination marketing, Kim and Kim [ 54 ] examined how the feelings of intimacy and/or the close bond that audience developed with the drama performers affected audience’s behavioural intention in film tourism. Choi et al. [ 55 ] tested the role of PSR on travel satisfaction and community satisfaction, whilst Zhang et al. [ 9 ] examined the role of PSR on tourist destination brand love and Shang and Luo [ 56 ] studied the relationship between PSR and place attachment. Su et al. [ 36 ] found that if highly perceived cultural proximity exists, the viewer’s PSR with and attitude towards the character are associated with viewer’s attitude towards the destination. The relationship among young audiences’ PSR, perceived well-being and travel intentions were also examined by the new study [ 18 ].

2.4 Tourist attitude towards destination

According to the theory of planned behaviour (TPB), attitude towards a behaviour was defined as ‘the degree to which a person has a favourable or unfavourable evaluation or appraisal of the behaviour in question’ [ 57 ] (p.188). Individuals with a more favourable attitude about the behaviour have a greater desire to engage in the behavior [ 58 ]. In the tourism setting, destination attitude refers to predispositions or feelings of tourists towards a vacation place based on various perceived attributes of products and service in that destination [ 59 ]. In addition, tourist attitude consists of three dimensions, namely, cognitive, affective and behavioural components [ 60 ]. For destination marketing, Um and Crompton [ 61 ] found that tourist attitude has a strong impact on selecting potential travel destination and deciding the final destination. Jalilvand et al. [ 62 ] indicated that tourist attitude has a strong relationship with travel intention. Souiden et al. [ 63 ] examined the relationship among destination personality, tourist attitude and behavioural intention. Similarly, Lee [ 64 ] revealed that future tourist behaviour is also affected by tourist attitude.

2.5 Tourist visit intention

On the notion of planned behaviour, intention relates to how ready individuals are to attempt and how much effort they are willing to put in with the aim of acting out the behaviour [ 57 ]. In the context of tourism, it refers to the tendency of potential tourists to visit a specific destination, which is triggered by different information from both internal and external sources [ 65 ]. Lu et al. [ 66 ] revealed that those people with stronger intention to visit a destination will more likely to do so eventually. In tourism field, many previous study examined the factors that influence visit intention such as hedonism and tourist experience [ 67 ], generativity, experience expectation, and motivation [ 68 ], and satisfaction [ 69 ].

3. Hypothesis development

3.1 endorser’s credibility and parasocial relationship.

In the human communication field, uncertainty reduction theory (URT) is often used to illustrate the communication process between strangers [ 70 ]. This theory was originally put forward by [ 71 ] who indicated that we tend to experience a certain degree of uncertainty when interacting with others due to insufficient information and a number of possible alternatives. However, the uncertainty level is relatively high at the initial stage and tends to decrease as time goes, especially when people attempt to reduce the uncertainty through various means. The main objective of uncertainty reduction is to make sense of things, which usually involves the increasing ability to explain or predict self and others’ behaviour [ 70 ]. According to [ 71 ], seven components related to uncertainty at the beginning stage of communication were identified, including the amount of verbal communication, nonverbal affiliative expressiveness, intimacy level and so on. For this study, as we introduced earlier, endorser’s credibility is a term that refers to the level to which the media person could provide reliable and sufficient information about the relevant topic to audiences, and the PSR means the imaged intimacy that developed in the communication process. Therefore, under the framework of URT, the increase in endorser’s credibility may lead to an increase in PSR between endorsers and audiences.

Other than theoretical foundation, previous studies also give empirical support to these two variables. Chung and Cho [ 72 ] found the mediated role of PSR between social media interaction and source credibility in the context of Korean Wave fans. Reinikainen et al. [ 73 ] pointed out that the audience’s PSR with online influencer and the influencer’s perceived credibility are positively related. Similarly, source credibility was found to positively influence follower’s PSR with influencers [ 74 ]. Hence, based on both theoretical and empirical foundations, the following hypotheses were developed:

• H1: Destination endorser’s attractiveness positively influences viewer’s parasocial relationship with endorser.
• H2: Destination endorser’s trustworthiness positively influences viewer’s parasocial relationship with endorser.
• H3: Destination endorser’s expertise positively influences viewer’s parasocial relationship with endorser.

3.2 Parasocial relationship and destination attitude

Previous studies used affect transfer theory (ATT) to examine the role of affect in different contexts, including customer’s judgement of a product [ 75 ], advertising evaluation [ 76 ] and celebrity endorsement [ 77 ]. The ATT was initially put forward by [ 78 ], suggesting that people’s affect towards one object would transfer to another if new items could match the existing one. When applying ATT into celebrity endorsement [ 77 ], found that customer’s affect towards brand spokesperson could be transferred to the endorsing brand when the two were congruent. In addition, higher brand affect from customers was found when a match up existed between the spokesperson and the brand itself. For the current study, audience PSR with the destination endorser is explained as an intimacy, which in other words, an affect that the audience have towards the endorser. Therefore, we assume that customer’s affect towards the endorser could be transferred to the endorsed destination, provided they can match up with each other. Empirically [ 9 ], revealed the positive effect of PSR on the destination brand love of both past and future tourists, under celebrity endorsement situations. Therefore, the following hypothesis was developed:

H4: The viewer’s parasocial relationship with the endorser positively influences viewer’s destination attitude.

3.3 Parasocial relationship and visit intention

As proposed by [ 79 ] (p.13), social behaviour is regarded ‘as an exchange of activity, tangible or intangible, and more or less rewarding or costly, between at least two persons’. This social exchange theory (SET) admits that human’s behaviour can be regarded as the outcome of cost-benefit analysis when the interaction between two people happens. Burns [ 80 ] further stated that the rewards we are expected to gain drive us to interact with others, whilst others also gain benefits from us. Consequently, an interdependent relationship may be created by doing so. SET has been modified and improved over time and has been applied to various fields such as interpersonal relationships and human powers, among others. For the present study, PSR is also a kind of relationship that audiences developed towards endorsers. One the one hand, the reward that the audience obtain from developing PSR with endorsers is probably the feeling of intimacy although it is sometimes one-sided and self-imaged. On the other hand, endorsers wish audience could pay to visit that specific destination they are promoting, which could also be seen as a reward from audiences. Under the framework of SET, humans tend to give something (cost) in exchange of a valued reward. Therefore, we assume that audiences will have a strong intention to visit the endorsed destination as a form of exchange behaviour.

In addition, previous studies empirically tested the relationship between PSR and visit intention. Research conducted by [ 81 ] showed the mediating role of PSR between source credibility and visit intention. Bi et al. [ 18 ]’s recent study found the significant indirect impact of PSR on young people’s TV-induced travel intentions through perceived well-being. Thus, the following hypothesis was developed:

H5: The viewer’s parasocial relationship with the endorser positively influences viewer’s visit intention.

3.4 Destination attitude and visit intention

As the concept of planned behaviour suggests, people tend to act in line with their intentions, whilst their intentions to perform a behaviour is influenced by their attitude towards that behaviour. In other words, people’s attitude has a strong power in predicting and understanding their actions [ 58 ]. Therefore, if we apply that theory to the tourism context, tourists’ intention to visit a certain destination might be interpreted to be influenced by their attitude towards that destination. Many studies in fact gave empirical support to the relationship between tourist’s destination attitude and visit intention. Loureiro [ 82 ] revealed the influence of favourable tourist attitude on destination visit intention. In [ 81 ]’s study, Chinese tourists’ intention to visit Australia was found to be positively influenced by their attitude towards that destination. A similar result also appeared in [ 83 ]’s research examining the relationship among e-Word-of-Mouth, tourists’ attitude and visit intention to Jordan. Doosit et al. [ 84 ] verified the same result in their study. Therefore, the following hypothesis was developed. Fig 1 shows our research model.

H6: The viewer’s destination attitude positively influences viewer’s visit intention to that destination.

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https://doi.org/10.1371/journal.pone.0265259.g001

4. Methodology

4.1 selection of destination endorser.

For this study, we selected Tenzin, a young Tibetan, as the target destination endorser. Our choice is largely based on the popularity of Tenzin and its resulting effects in tourism businesses. In November 2020, Tenzin became a phenomenal social media star after photos of his pure eyes and smiles shown in a 10-sec video have gone viral online. His official account in Weibo (Chinese most popular social media platform) received nearly 1.5 million followers at the time we began conducting our study. Then, he was appointed official destination ambassador for Litang County, Sichuan Province, where he was born and living [ 85 ]. In addition, Tenzin gained widespread publicity from various media outlets both domestic (e.g. China Xinhua News) and overseas (e.g. Forbes). Driven by his overwhelming popularity, Tenzin made the first live-streaming show online, which attracted more than 100 thousand viewers and received more than 1 million likes only within 1 hour [ 86 ]. In the business world, the results are also eye-catching. According to the data released by Ctrip (the largest online travel agent in China), the search volume for destination Litang increased noticeably by 620 percent during the time period between November 20 to November 30 in 2020 [ 87 ]. Users who searched that destination are not only within Sichuan Province but also from other parts of China. Similarly, Qunar (another popular OTA in China) reported that till November 25, the hotel booking volume in the Ganzi area, where Litang is located, increased by 89 percent from the last year. To sum up, Tenzin is clearly a recent hot and effective destination endorser who attracts much attention from the public. Therefore, we thought Tenzin is a sufficient representative to be selected as destination endorser in this study.

4.2 Measurement and data collection

This study used previously developed measuring scales and designed self-administrated questionnaire. Minor adjustments were made to reflect the context of tourism destination marketing. A pilot test was conducted on 30 students majoring in tourism and hospitality management and according to their feedback, we revised the English-Chinese word translation for better understanding. Moreover, four screening questions were developed to ensure that the respondents not only know Tenzin and his identity as a Litang destination endorser but also to guarantee that they are non-local residents of Litang who have not been to that place before. The screening questions are 1) Do you know Tenzin? (with Tenzin’s image attached); 2) Do you know Tenzin as a destination endorser of Litang? 3) Are you a local resident of Litang? 4) Have you been to Litang? All the scales adopted in this study have been proven reliable and valid by previous research. All items were rated on a 5-point Likert Scale ranging from 1 (strongly disagree) to 5 (strongly agree). In sum, 26 measurement items for six constructs are included in the questionnaire. Scales for each construct are as follows:

Credibility was measured by attractiveness, trustworthiness and expertise components; each of them was measured by 4 distinguishing items [ 15 ].

Parasocial relationship was measured with 8 items [ 51 ]; [ 88 – 90 ].

Destination attitude was measured with 3 items adapted from previous studies [ 91 , 92 ].

Visit intention was measured with 3 items from [ 93 ].

For data collection, convenience sampling method was used by distributing online questionnaire in chat groups related to Sichuan Tourism in Weibo. Given our assumption that followers in those channels are more easily to gain information about the Sichuan Tourism, they might be more familiar with the least news regarding Sichuan tourism (which includes Litang destination) than other Weibo users. The number of post was more than 174 thousand in that channel, with nearly 250 million views. Thus, distributing our questionnaire there is reasonable. In total, 746 questionnaires were collected within 1 month. Then, we carefully evaluated each response and eliminated invalid samples. Our selection processes mainly constitute two aspects. On the one hand, in the first screening questions part, those respondents who didn’t know Tenzin or didn’t know Tenzin as a destination endorser of Litang county or the respondents are the local people of Litang county or they have been to Litang county before were regarded as invalid responses. Because the target population of this research is those people who not only can recognise Tenzin and know his identity as destinstion endorser of Litang county but also are not the local people who have not been to Litang before. On the other hand, those responses which had the same scores in each 5-point Likert Scale question of measurement items were also counted as invalid [ 94 ]. Finally, 498 valid responses were retained.

SPSS was employed to conduct a demographic statistical analysis, and then SmartPLS 3.3 software was adopted to estimate a structural equation model. SmartPLS 3 is a milestone in latent variable modeling, combining state of the art methods (e.g. PLS-POS, IPMA, complex bootstrapping routines) with an easy to use and intuitive graphical user interface, which is widely adopted in tourism and other fields [ 17 , 95 – 99 ].

5.1 Respondent profile

Table 1 describes the statistics about the demographic profile of respondents. Among the sample, 67.6% are female participants. Majority of the respondents have a bachelor’s degree and are aged between 18 to 35. Nearly 80% of the participants are working or studying.

https://doi.org/10.1371/journal.pone.0265259.t001

5.2 Measurement model

We used statistical software SmartPLS to conduct confirmatory factor analysis (CFA). The reliability, convergent validity and discriminant validity of all scales were satisfactory. Table 2 presents the summary of CFA results for the measurement model which includes all scale items. Both values of composite reliability (CR) and Cronbach’s alpha are above the recommended level 0.7 (ranging from 0.935 to 0.968 and from 0.896 to 0.957), indicating a satisficatory reliability of all measurement scales. Then, all the factor loadings are above 0.7 (ranging from 0.791 to 0.949), and all the average variance extracted (AVE) values are greater than the threshold 0.5 (ranging from 0.738 to 0.885), showing well accepted convergent validity among all measuring constructs [ 100 ]. Data normality, which is indicated by kurtosis and skewness ranging from -1 to 1, is also suitable. Finally, the discriminant validity is achieved by obtaining the greater value of the square root of each AVE than its construct correlations [ 101 ], indicating well statistical distinction among constructs (see Table 3 ). However, for PLS path modelling, we would like to make our readers aware that the global goodness-of-fit index is lacking since PLS-SEM focuses on the discrepancy between the observed (in the case of manifest variables) or approximated (in the case of latent variables) values of the dependent variables and the values predicted by the model in question [ 102 ]. Many scholars who adopted PLS modelling have pointed out the lack of an index that can provide researchers with a global validation of the model [ 99 , 103 ].

https://doi.org/10.1371/journal.pone.0265259.t002

https://doi.org/10.1371/journal.pone.0265259.t003

5.3 Structural model testing

The current study adopted the Bootstrap method to test the hypothesis and meditating effect. The bias-corrected bootstrap confidence interval estimation method is also used to conduct interval estimation. The confidence coefficient was set at 95%, and the Bootstrap was set to run 5000 times. As shown in Table 4 , destination endorser’s attractiveness, trustworthiness and expertise were strongly associated with parasocial relationship, supporting H1, H2 and H3. Parasocial relationship was significantly related to destination attitude and visit intention. At last, destination attitude was significantly related to visit intention. These three results support H4, H5 and H6, respectively. Destination attitude was also found to mediate the effect of parasocial relationship on visit intention. The R 2 values related with each construct were satisfactory (R 2 of Parasocial Relationship = 0.631, R 2 of Destination Attitude = 0.249, R 2 of Visit Intention = 0.459), see Fig 2 and Table 5 .

https://doi.org/10.1371/journal.pone.0265259.g002

https://doi.org/10.1371/journal.pone.0265259.t004

https://doi.org/10.1371/journal.pone.0265259.t005

In short, all hypotheses were supported in the results (see Tables 4 and 6 ). Moreover, Table 6 shows the indirect impacts of destination endorser’s attractiveness, truthworthiness and expertise on tourists’ visit intention through parasocial relationship, and destination attitudes were significant (p < 0.001). In addition, the indirect impact of parasocial relationship on tourists’ visit intention through destination attitude was also significant (p < 0.001). To sum up, both direct and indirect impacts of the above constructs on tourists’ destination attitude and visit intention were all significant in this examined research model.

https://doi.org/10.1371/journal.pone.0265259.t006

6. Discussion and conclusion

Based on uncertainty reduction theory, affect transfer theory and social exchange theory, the current study explains the underlying mechanism of how destination endorser affects tourist attitude and visit intention towards that place. Firstly, the results support uncertainty reduction theory by revealing that endorsers’ credibility (attractiveness, trustworthiness, expertise) can positively influence the parasocial relationship between audience and endorser. Audiences who perceived endorsers at a high level of attractiveness, trustworthiness and expertise are more likely to develop an intimate relationship with them. For our study, it is likely that Tenzin’s warm and pure smile and his expertise of Litang reduce viewers’ uncertainty about him and start to regard him as an attractive, reliable and professional destination endorser. Consequently, a parasocial relationship between viewers and Tenzin is established. Indeed, this outcome is consistent with prior findings obtained by [ 73 , 74 ] who also found that influencers’ credibility is positively related to viewers’ parasocial relationship with them. Our study verified that outcome in the context of tourism destination endorsement.

Secondly, the results support affect transfer theory by suggesting that audiences’ parasocial relationship with endorsers can positively influence audiences’ attitude towards the endorsed destination. This finding can be well explained by affect transfer theory because our study pointed out that audiences’ favourable experiences derived from the established parasocial relationship with Tenzin in this study could be directly transferred to the attitude towards the specific destination, namely, Litang County. This finding is consistent with that of [ 77 ] who found that audiences’ emotion towards a brand spokesperson could be transferred to the endorsed brand. Ye et al. [ 17 ] also obtained a similar result that customers’ parasocial relationship with companies’ spokesperson could influence brand identification, supporting the meaning transfer model. Our study contributes to the literature and makes one of the earliest attempts to examine the role of parasocial relationship with endorsers in destination marketing.

Thirdly, the present study points out that audiences’ parasocial relationship with endorsers is positively associated with audiences’ visit intention towards the endorsed destination. This outcome can find solid foundation in social exchange theory, which proposed that exchange behaviour would occur when people were awarded with something valuable and therefore tended to give something in return. In our study, we could conclude that followers’ positive relationship with Tenzin would lead to exchange behaviour, inducing among the audience a strong intention to visit the destination that Tenzin was representing. Finally, the parasocial relationship significantly mediates the relationship between credibility and destination attitude as well as visit intention. Therefore, the results helped us answer the research questions mentioned above and uncover this relatively less-focused but important area.

In conclusion, with the flourishing of new technologies in recent years, tourism companies and destination management organisations try their best to take advantages of the new things. Among them, celebrity endorsement receives plenty of attention. However, the underlying mechanism of using celebrity endorsers to promote the destination is relatively unknown. The study introduced the concept of parasocial relationship to illustrate how it can influence tourist’s destination attitude and visit intention. The source credibility model was also verified in the current study. To summarise, the main results of this research are as follows: 1) endorsers’ attractiveness, trustworthiness and expertise have a positive influence on followers’ parasocial relationships, which in turn positively influence destination attitude and visit intention, and 2) the parasocial relationship significantly mediates the relationship between credibility and destination attitude as well as visit intention. These results highlight the importance of selecting credible endorsers and building parasocial relationships in destination marketing.

7. Theoretical and practical implication

Theoretically, this work makes several significant contributions to academia. Firstly, we adopted the source credibity model to verity the relationship among attractiveness, trustworthiness, expertise, parasocial relationships, destination attitude and visit intention, giving empirical support to the existing literature [ 72 – 74 , 81 , 82 , 104 ]. Secondly, although previous literatures showed that endorsers in destination marketing received considerable amount of academic attention, literature about the influence mechanism of endorsers’ credibility on tourist visit intention and destination attitude remains extremely limited. This study applies theories from various fields such as the human communication and psychology fields to the social science area, with an attempt to understand the role of credibility and parasocial relationship in tourism destination marketing. From the viewpoint of uncertainty reduction theory, credible endorsers can foster audiences’ parasocial relationship with them. From affect transfer theory, audiences’ positive experience elicited from parasocial relationship can be transferred to the endorser destination. From social exchange theory, positive relationship between audience and endorsers can lead to exchange behaviour, namely, show intention to visit the destination. Borrowing classic theories from other fields and applying them to tourism setting show the beauty of interdisciplinary knowledge. In addition, this research adds to the literature of using PLS-SEM in the hospitality and tourism research.

Practically, this study has the following contributions to business practice. Firstly, tourism companies and DMOs could consider using credible endorsers to increase the effectiveness of their marketing campaign. Many tourism companies nowadays tend to promote their products by releasing information about price and product characteristics (e.g. travel routines). However, this kind of information is usually regarded as too purpose-oriented and even serious, lacking reliability and appetency. According to our study, hiring credible endorsers to promote the destination is likely to be more effective if parasocial relationship could be established between endorsers and audiences. Therefore, companies should consider this strategy. Moreover, evaluation of endorsers could be based on three main criteria, namely, attractiveness, trustworthiness and expertise. Secondly, for marketing campaign activities, practitioners should try to design undertakings that could help build positive relationships between endorsers and followers. One way to accomplish this goal, according to our study, is to foster parasocial relationship between the two. When conducting online endorsement, endorsers could design sections that include ice-breakers to reduce the uncertainty that audience have towards endorsers, which in turn could help establish parasocial relationships. For instance, a casual Q&A session between the audience and the endorser could be developed to acquaint the two parties with each other at the initial stage and create an easy-going overall atmosphere. In this way, endorsers are likely to establish an emotional connection with audiences and therefore strengthen the parasocial relationships. Thirdly, this study suggested that audiences’ positive experience obtained from parasocial relationship could be transferred to their destination attitude and consequently affect their visit intention. In other words, for those audiences who thoroughly enjoy such an experience will be stimulated to show buying behaviour regarding the endorsed products and services in return. Thus, tourist businesses may use a range of emerging technologies, such as artificial intelligence (AI) and virtual reality (VR), to enhance audiences’ experiences (e.g. immersive and novel experiences), which could ultimately result in increased visit intention.

8. Limitations and future research

Several limitations of this study must be acknowledged. Firstly, although we received a relatively large number of survey response from Weibo chat groups, the results cannot be generalised to all Chinese fans of the destination endorser and thus, not even worldwide. Secondly, this research is a cross-sectional study which implies that we collected data during a certain time period and thus may lack representativeness. Thirdly, the soft-modelling approach (i.e. PLS-SEM) this study adopted has some limitations. Although this approach requires no normality, the lack of a global goodness-of-fit index is a major shortcoming of this method [ 95 , 99 , 102 ]. Compared with Covariance-based Structural Equation Modelling (CE-SEM), the use of PLS-SEM is still limited despite recent growth in various fields include tourism [ 95 , 96 ]. Last but not the least, many other variables probably exist, which also influence the role of parasocial relationship on destination attitude and visit intention but have been excluded in the scope of this study.

Future study could focus on the comparative aspects, such as male endorsers vs female endorsers, local endorsers vs nonlocal endorsers, to see whether the results vary. Further information on this field could help us gain a better understanding about the role that parasocial relationship plays in destination marketing.

Supporting information

https://doi.org/10.1371/journal.pone.0265259.s001

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Do celebrity endorsements ever influence where we travel?

P itbull promoted Florida. Jackie Chan told tourists to try Hong Kong. And now Idris Elba is helping bring direct flights to Sierra Leone . Alongside brilliant hotels and a vibrant culture, it seems as if tourist destinations think a celebrity endorsement is crucial for people booking a holiday.

Luminaries who have depicted the UK include Judi Dench, Rupert Everett, Jamie Oliver, Twiggy, Dev Patel, Stephen Fry, Wallace and Gromit and more. Most of these were recruited for Visit Britain’s 2012 campaign, which, as one-time marketing director Laurence Bresh says, was a “unique year” – encompassing the then Queen’s Diamond Jubilee and the London Olympics. 

It was as a result of these circumstances that Visit Britain was given a bumper budget, totalling some £125 million. The initial success of the first films – in which Judi Dench celebrated the country’s “abundance of stately homes” and Dev Patel praised “buzzing” Leicester Square – led to a further injection of cash, culminating in the “Great” campaigns that are still used at UK airports. 

The need for something eye-catching, and A-list, was not totally about prestige. 

“One thing we were surprised by when we started was that visitor numbers typically go down during the Olympics year. People tend to stay away,” says Bresh, who worked as Visit Britain’s marketing director at the time.  

The question, though, is whether or not celebrity-endorsed campaigns actually work. It is hard to imagine that an endorsement from Jack Grealish would inspire seasoned travellers to make a change. Likewise, a recommendation from Michael Caine might not sway a young holidaymaker to discover a new country. And yet tourism boards so regularly use A-listers to promote their destination.

It certainly worked for Visit Britain. In 2012, some 12 million inbound tourists visited the country, a five per cent increase on the previous year. By 2014, the campaign recorded a £1.2 billion return on investments. 

For an event as nationally significant as the Olympics, the Union flag festooned imagery felt appropriate. But some campaigns lean into the inherent weirdness of a celebrity – a single person – representing a whole country. Kazakhstan incorporated Sacha Baron Cohen’s Borat into its campaigns. A Mark Zuckerberg impersonator appeared in an ad for Iceland. The rapper 50 Cent created a video for Hostelworld.

The Visit Britain campaign was over a decade ago, and the power of celebrity endorsement has changed. Dr Vincent Mak, a professor of marketing at the Cambridge Judge Business School, thinks that technology has fundamentally changed the way destinations are marketed. 

“Social media means that you can reach so many more people than a traditional campaign would. Just one Instagram post from a celebrity can mean so much more exposure than we were once capable of,” he says. 

Tens of thousands, perhaps millions, more people will see Chris Hemsworth promote Australia, or Taika Waititi suggest New Zealand as a place for a holiday, or Roger Federer suggest Switzerland, if the images are posted to their social media.

Unlike a billboard campaign, the internet allows two-way communication. “Therefore, if the public really likes what you’re doing it can become a runaway hit overnight, or even [within] a couple of hours. It can also become a disaster pretty quickly,” says Mak. 

The less “authentic” the endorsement feels, the more likely the disaster. An advert from Beyoncé recommending a stay at a Butlins would not feel believable. And so the ideal celebrity promotion is one that comes about without the involvement of a tourist board at all. Rather than being asked – and likely paid – to say they enjoy holidaying in Paris, it feels more genuine for a celebrity to mention that they love the 18th arrondissement. By its very nature, this is something that tourist boards dream about, but have no control over. 

Perhaps the most successful example of this is Rihanna’s relationship with her home country, Barbados. In the first flush of her fame, the singer took part in an official campaign: running along the beach, riding a bicycle on a country lane and playing dominoes with locals. The adverts cemented her association with the island, but it was afterwards – on real trips home, in song lyrics, and even during her Superbowl performance – that the link really developed. 

Cheryl Carter, a director for the Barbadian tourist board, evidently appreciates the country’s most famous daughter. “We’re very, very proud of Rihanna, and all that she has accomplished,” she says. “And I think Rihanna has been very clever to continue to position herself as an island girl, because it’s what sets her apart from the pack.” 

Last year the singer stopped for snow cones at a stall near her villa. “Suddenly the snow cone seller’s popularity just blew up,” says Carter. 

She is keen to point out that celebrities have always been drawn to Barbados, but the connection with the singer has encouraged other A-listers to see it as a holiday destination – and has opened up the destination to a new group of travellers. 

“It’s certainly helped us to reach a much younger demographic,” says Carter. “I remember flying into New York once and going to a car rental. And the young man there, he couldn’t have been more than 21 or 22. I gave him my driving licence, and he said, ‘Oh, you’re from Rihannaland’.”

It’s the sort of thing tourism boards dream of. Even the most cynical of holidaymakers would believe in Rihanna’s genuine love for the island – and perhaps consider a trip. 

There are, however, risks involved when employing celebrities. “It’s a game,” says Dr Mak. “There’s high gain, but also high risk as well. Some celebrities can be quite controversial.  

“People’s reputation goes up or down so much more quickly and so much more drastically than before.” 

Messi’s continued relationship with Saudi Arabia has drawn ire from some quarters, with commentators pointing to the country’s human rights record – and allegations of “sports washing” – as reasons the footballer shouldn’t have taken the role. 

Most notorious, though, is the “Pitbull incident”. In 2016, the rapper was engaged by Florida’s tourism department. As part of the contract, Pitbull filmed the music video for his song Sexy Beaches in the state, which included iconic Floridian hotels like Miami’s Fontainebleau – and ended on the “#LoveFL” slogan. 

So far, so typical for Mr Worldwide. But it transpired he had been paid $1 million (funded in part by taxpayers) for the campaign, something that only came out after government officials pressed the rapper to disclose details of his contract. The marketing agency behind the campaign was subsequently given new management.

It doesn’t seem as if the state of Florida’s image as a tourist destination was particularly tarnished. So do endorsements really change where we holiday? Dr Mak thinks that the campaigns are “a matter of awareness” that probably make us more likely to consider a destination – but not necessarily book it. “Finally reaching a decision as to where to go could be interrupted by so many other factors.” 

If you don’t like spending time on the beach or long-haul flights, you probably won’t be booking a trip to Barbados, no matter how much Rihanna loves it. 

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• Travel Guide

What Is A Tourist Visa?

Published: November 8, 2023

Modified: December 28, 2023

by Beryle Gamache

• Plan Your Trip

Introduction

A tourist visa is a travel document that allows individuals to visit and explore a foreign country for recreational, sightseeing, or leisure purposes. It is typically granted to individuals who do not have the intention to work or engage in any business activities during their stay. A tourist visa is a temporary authorization and is subject to certain limitations and conditions.

For travelers planning to venture abroad, understanding the concept of a tourist visa is crucial. It serves as the key to unlock the doors of various countries, granting access to their rich cultural heritage, breathtaking landscapes, and memorable experiences. Whether you dream of exploring ancient ruins in Rome, basking in the sun-soaked beaches of Bali, or witnessing the marvels of wildlife in the African savannah, obtaining a tourist visa is often the first step.

In the following sections, we will delve deeper into the intricacies of a tourist visa, including its definition, purpose, application process, requirements, duration, and limitations. By familiarizing yourself with the ins and outs of a tourist visa, you will be better equipped to plan your travel adventures and make the most of your time in a foreign land.

Definition of a Tourist Visa

A tourist visa is a legal document issued by a foreign country’s government that allows individuals to enter their country for a temporary period of time for tourism-related activities. It is an endorsement or stamp placed in the traveler’s passport, indicating that they have permission to enter the country as a tourist.

The specific regulations and requirements for obtaining a tourist visa may vary from country to country. However, the common thread among all tourist visas is that they grant individuals the right to explore the country for a limited duration, typically ranging from a few days to several months.

Tourist visas are generally categorized as single-entry or multiple-entry visas. A single-entry visa allows the traveler to enter the country once and stay for the designated period. Once they leave the country, the visa becomes invalid. On the other hand, a multiple-entry visa permits the traveler to enter and exit the country multiple times within the specified validity period.

It’s important to note that a tourist visa does not confer the right to work, study, or engage in any business activities. If the individual wishes to engage in such activities, they must obtain the appropriate visa, such as a work visa or a student visa, respectively.

Each country has its own policies and requirements for issuing tourist visas. Some countries may have specific visa categories based on the purpose of travel, such as a tourist visa, business visa, or transit visa. It’s essential to understand the specific requirements and limitations of a tourist visa for your desired destination before applying.

Purpose of a Tourist Visa

The primary purpose of a tourist visa is to allow individuals to visit a foreign country for recreational, sightseeing, or leisure purposes. It enables travelers to explore new cultures, experience different landscapes, and indulge in the local traditions and attractions of the destination country.

Here are some key purposes and benefits of obtaining a tourist visa:

• Leisure Travel: A tourist visa allows individuals to take a break from their routine lives and enjoy a vacation in a foreign country. Whether it’s lounging on pristine beaches, exploring historical landmarks, or immersing oneself in vibrant city life, a tourist visa provides the opportunity to relax and have a memorable travel experience.
• Sightseeing and Cultural Exploration: Many travelers seek tourist visas to explore the rich cultural heritage of a country and witness its iconic landmarks, monuments, and attractions. It offers the chance to visit famous sites, museums, art galleries, and historical sites that are unique to the destination.
• Visiting Friends and Family: A tourist visa allows individuals to visit their friends or family members residing in another country. It provides an opportunity to strengthen relationships, spend quality time with loved ones, and experience the local customs and way of life.
• Attending Events and Festivals: Festivals and events are an integral part of a country’s culture and traditions. Tourist visas enable travelers to participate in various cultural festivals, religious celebrations, music concerts, or sports events that take place in the host country.
• Exploration of Natural Beauty: Many countries are known for their breathtaking landscapes, such as mountains, waterfalls, national parks, and wildlife reserves. A tourist visa allows nature enthusiasts to explore and appreciate the natural beauty of the destination.

Overall, a tourist visa opens up a world of opportunities for travelers to satisfy their wanderlust, immerse themselves in new experiences, and create lasting memories. It is the gateway to discovering the wonders and diversities that the world has to offer.

Duration and Limitations of a Tourist Visa

The duration of a tourist visa varies depending on the country issuing the visa and the specific regulations in place. In general, tourist visas have a validity period ranging from a few days to several months. It’s important to note that the duration of stay allowed under a tourist visa is distinct from the validity period of the visa itself.

Typically, the duration of stay permitted with a tourist visa ranges from 30 days to 90 days. However, some countries may grant shorter or longer periods of stay based on their individual immigration policies. It is important to check the specific details and limitations of the tourist visa for the intended destination before planning your trip.

It’s crucial to adhere to the limitations and conditions of the tourist visa. Failure to comply with the visa regulations may result in penalties, deportation, or future difficulties in obtaining visas for other countries. Here are some common limitations to keep in mind:

• No Work Permitted: The primary restriction on a tourist visa is that it does not allow individuals to engage in any form of employment or work-related activities. This includes both paid and unpaid work. If you wish to work in a foreign country, you will need to obtain the appropriate work visa or permit.
• No Business Activities: Similarly, a tourist visa also prohibits individuals from conducting business-related activities, such as attending conferences, meetings, or negotiating business deals. If you have business intentions, you must obtain a business visa that suits your specific needs.
• No Study or Education: A tourist visa is not intended for individuals seeking to pursue educational opportunities in a foreign country. If you plan to study, attend a course, or engage in any form of education, you will need to apply for a student visa.
• No Public Benefits: Individuals holding a tourist visa are generally not entitled to receive any public benefits or support from the host country, such as healthcare services or social security benefits.
• Restrictions on Extensions or Renewals: Some tourist visas may have limitations on extensions or renewals. It’s important to confirm the rules regarding extensions or renewals of a tourist visa before your initial entry to avoid any legal issues or overstaying situations.

It is vital to familiarize yourself with the specific limitations of the tourist visa for your desired destination. By respecting the restrictions imposed on a tourist visa, you can ensure a smooth and enjoyable travel experience while staying compliant with the laws and regulations of the host country.

Application Process for a Tourist Visa

The application process for a tourist visa may vary depending on the country you plan to visit. Each country has its own specific requirements and procedures. It is important to thoroughly research and understand the process before applying for a tourist visa. Here are the general steps involved in the application process:

• Research and Gather Information: Begin by researching the specific tourist visa requirements for your desired destination. Visit the official website of the country’s embassy or consulate to find detailed information about the application process, necessary documents, and any additional requirements.
• Complete the Application Form: Fill out the tourist visa application form accurately and legibly. Provide all the required information, such as personal details, travel plans, and purpose of visit.
• Compile Required Documents: Gather all the necessary documents as per the requirements specified by the embassy or consulate. Common documents include a valid passport with at least six months of validity from the date of entry, recent passport-sized photographs, proof of travel arrangements, proof of accommodation, travel itinerary, financial statements, and proof of health insurance coverage.
• Pay the Application Fee: Most tourist visa applications require payment of a non-refundable application fee. The fee amount and payment methods will be specified by the embassy or consulate. Ensure that you have the funds available to cover the fee before submitting your application.
• Schedule an Appointment: Some countries require applicants to schedule an appointment at the embassy or consulate to submit their visa application and supporting documents. Follow the instructions provided to schedule an appointment within the designated timeframe.
• Attend the Visa Interview: Depending on the country and visa requirements, you may be required to attend a visa interview. Prepare yourself by reviewing your application and supporting documents thoroughly, and be prepared to answer questions about your travel plans and intent.
• Submit Application and Supporting Documents: On the scheduled appointment day, visit the embassy or consulate to submit your completed visa application form and supporting documents. Ensure that you have all the required documents in the specified format, as per the instructions provided.
• Wait for Visa Processing: After submitting your application, you will need to wait for the visa processing period. The processing time can vary, depending on the country and other factors such as the time of year and current workload of the embassy or consulate. It is advisable to apply well in advance of your intended travel dates.
• Collect your Visa: Once the processing is complete, you will be notified to collect your passport with the visa attached. Follow the instructions provided by the embassy or consulate to retrieve your passport. Ensure that all the details on the visa are correct before leaving the embassy or consulate.

It is essential to follow the instructions carefully and submit all the required documents as per the guidelines to avoid any delays or issues with your tourist visa application. If you have any doubts or questions, seeking assistance from a visa agency or consulting with the embassy or consulate can be helpful.

Requirements for Obtaining a Tourist Visa

Obtaining a tourist visa requires fulfilling certain requirements set by the country you plan to visit. These requirements may vary depending on the destination and the specific policies and regulations in place. It is important to thoroughly research and prepare the necessary documents to meet these requirements. Here are some common requirements for obtaining a tourist visa:

• Valid Passport: A valid passport is a fundamental requirement for obtaining a tourist visa. Your passport should have a validity of at least six months beyond your intended stay in the country.
• Completed Application Form: Most countries require applicants to complete a specific tourist visa application form accurately and legibly. Make sure to provide all the required information and double-check for any errors or omissions.
• Passport-Sized Photographs: Prepare recent passport-sized photographs that meet the specifications of the country you are applying to. Typically, these photographs should have a white background and adhere to specific size and format guidelines.
• Proof of Travel Itinerary: Provide a detailed travel itinerary that showcases your planned activities, including information on accommodations, transportation, and sightseeing. This includes flight reservations, hotel bookings, and any organized tours or activities you plan to undertake.
• Proof of Sufficient Funds: Demonstrate that you have enough financial resources to cover your expenses during your stay. This may include bank statements, sponsorship letters, or any other evidence that shows you can afford your travel and accommodation costs.
• Proof of Health Insurance: Some countries require proof of health insurance coverage for the duration of your stay. Make sure to have valid travel medical insurance that meets the requirements of the country you are visiting.
• Letter of Invitation (if applicable): If you are visiting friends or family, they may need to provide a formal invitation letter outlining your relationship and the purpose of your visit. This letter may need to be notarized or authenticated by relevant authorities.
• Travel History and Intent: In some cases, you may need to provide evidence of previous international travel, such as previous visa stamps or entry/exit records. It is important to demonstrate a genuine intent of visiting for tourism purposes only and not for any other activities like work or immigration.
• Additional Documentation: Depending on the country, there may be additional requirements specific to the destination or the applicant’s circumstances. These may include proof of employment, educational qualifications, marital status, or any other supporting documents deemed necessary by the embassy or consulate.

It is essential to carefully review the specific requirements for the tourist visa of your desired destination and ensure that you gather all the necessary documents before submitting your application. Failure to provide the required documents may result in delays or rejection of your visa application, so it is crucial to pay attention to detail and meet all the stipulated requirements.

Cost of a Tourist Visa

The cost of a tourist visa varies depending on the country you intend to visit and your nationality. Each country sets its own visa fees, which can range from a nominal amount to a significant sum, depending on factors such as visa type, duration of stay, and reciprocity agreements between countries.

When planning to apply for a tourist visa, it is important to consider the visa fees as part of your travel budget. The fees cover administrative costs associated with processing your application and are generally non-refundable, even if your visa application is rejected.

The cost of a tourist visa can vary greatly from country to country. Some countries offer different pricing tiers based on the duration of stay or the number of entries allowed. For example, a single-entry short-term tourist visa may have a lower fee than a multiple-entry long-term tourist visa.

In addition to the visa application fees, there may be additional costs involved in the visa application process, such as courier fees for returning your passport, visa processing fees, or fees for any required supporting documents such as health insurance or invitation letters.

The best way to determine the exact cost of a tourist visa is to refer to the official website of the embassy or consulate of the country you wish to visit. They will provide detailed information about the visa fees, payment methods, and any additional costs associated with the application process.

It is important to note that visa fees are subject to change, so it is advisable to check for any updates or changes in the fees before submitting your application. Additionally, some countries may offer expedited processing services for an additional fee if you need your visa quickly.

When planning your trip, make sure to account for the cost of the tourist visa to ensure that you have sufficient funds available to cover all travel expenses, including visa fees. By budgeting accordingly and being aware of the costs involved, you can smoothly navigate the visa application process and focus on enjoying your travel adventures.

Renewal and Extension of a Tourist Visa

The renewal and extension policies for tourist visas vary from country to country. While some countries allow for the renewal or extension of a tourist visa, others may require individuals to exit and reapply for a new visa after a certain period of time. It is important to familiarize yourself with the specific regulations of the country you are visiting to understand the options available for extending or renewing your tourist visa.

In countries that do allow for the renewal or extension of a tourist visa, the process typically involves submitting an application to the immigration authorities. Here are some key points to consider:

• Eligibility: Not all tourist visas are eligible for renewal or extension. Some countries may impose limitations on the number of times a tourist visa can be extended or the total duration of stay allowed as a tourist. It is crucial to check the eligibility criteria before applying for a renewal or extension.
• Application Process: Generally, the application process for renewal or extension involves completing the appropriate forms, providing the necessary supporting documents, and paying any applicable fees. The required documents may include a valid passport, proof of financial means, proof of travel itinerary or accommodations, and a letter explaining the purpose and need for the extension.
• Timing: It is advisable to start the renewal or extension process well in advance of the expiration date of your current visa. The processing time may vary, and it is important to ensure that you have a valid visa while your application is being reviewed.
• Fees: There may be fees associated with the renewal or extension of a tourist visa. These fees can vary depending on the country and the specific circumstances of the application. It is important to check the fee schedule and make necessary payments during the application process.
• Decision and Notification: Once you have submitted your renewal or extension application, it will be reviewed by the immigration authorities. The decision will be communicated to you through the appropriate channels. It is essential to regularly check your email or mail for updates and follow any instructions provided.

It is important to note that the renewal or extension of a tourist visa is not guaranteed. The immigration authorities have the discretion to accept or deny an application based on various factors, including the applicant’s compliance with visa regulations, the purpose of the extension, and the overall immigration policies of the country.

If your renewal or extension application is approved, you will typically receive a new visa or an extended validity period attached to your existing visa. On the other hand, if your application is denied, you may be required to leave the country before the expiration of your current visa.

It is highly recommended to consult the official website of the country’s embassy or consulate and seek guidance from immigration authorities or visa service providers for detailed and up-to-date information on the renewal or extension process for the specific tourist visa you hold.

Differences between a Tourist Visa and Other Types of Visas

While a tourist visa allows individuals to visit a foreign country for recreational or leisure purposes, there are other types of visas that cater to different purposes of travel. Understanding the differences between a tourist visa and other visa categories is crucial to ensure that you apply for the correct visa based on your intended activities and duration of stay. Here are some key distinctions:

• Work Visa: A work visa, also known as an employment visa, is issued to individuals who intend to work in a foreign country. Unlike a tourist visa, a work visa authorizes the holder to engage in specific employment activities, whether it’s temporary employment or long-term employment with a company or organization in the destination country. Work visas often have stricter requirements and may require sponsorship from an employer.
• Student Visa: A student visa is designed for individuals who wish to pursue their education in a foreign country. It allows students to enroll in educational programs, such as universities, colleges, or language schools. Student visas typically have specific conditions regarding the length of stay, enrollment in a recognized educational institution, and financial requirements to cover tuition and living expenses.
• Business Visa: A business visa is granted to individuals who need to travel for business-related activities, such as attending conferences, meetings, or establishing business connections in a foreign country. While a tourist visa prohibits engaging in business activities, a business visa allows individuals to participate in specified business-related activities for a limited duration. The requirements and restrictions for business visas may vary depending on the country.
• Transit Visa: A transit visa is intended for individuals passing through a country en route to their final destination. It allows for a short stay during a layover or when changing flights. Transit visas generally have a limited validity period and may require proof of onward travel or a valid ticket to the final destination.
• Residence Permit/Visa: A residence permit or visa is a long-term visa that allows individuals to reside in a foreign country for an extended period. It is typically granted for purposes such as employment, study, family reunification, or investment. Unlike a tourist visa, residence permits allow individuals to stay in the country for an extended period and often come with additional rights and privileges.

It’s important to note that the requirements, application processes, and limitations of these visa categories can vary significantly from country to country. It is crucial to thoroughly research and understand the specific regulations and requirements for each visa type based on your intended activities and duration of stay.

Applying for the correct visa type ensures that you comply with the immigration laws of the country and enables you to engage in the activities you plan during your time abroad. It is advisable to consult with the embassy or consulate of the country you wish to visit or seek assistance from a trusted visa agency to navigate through the visa application process smoothly.

Important Considerations for Tourists Holding a Tourist Visa

When traveling on a tourist visa, there are several important considerations that tourists should keep in mind to ensure a smooth and enjoyable experience. Here are some key points to consider:

• Adherence to Visa Regulations: It is essential to adhere to the regulations and conditions of your tourist visa. This includes respecting the permitted duration of stay, refraining from engaging in unauthorized work or business activities, and abiding by any other restrictions outlined by the immigration authorities. Failure to comply with these regulations can result in penalties, deportation, or difficulties in future visa applications.
• Valid Passport and Visa: Always carry a valid passport and your tourist visa while traveling. Make copies of these documents and keep them in a separate place as a precaution. In the event of loss or theft, having copies will facilitate the replacement process.
• Health and Travel Insurance: Obtain suitable health and travel insurance coverage before your trip. It is essential to have insurance that covers medical expenses, trip cancellation, and any other unforeseen circumstances that may arise during your travels. Check the specific requirements and coverage needed for your destination.
• Respect Local Laws and Customs: Familiarize yourself with the local laws, customs, and cultural norms of the country you are visiting. Respect the local traditions, dress codes, and religious practices. It is important to conduct yourself in a manner that is considerate and appropriate to the local culture.
• Currency and Finances: Be aware of the local currency and familiarize yourself with the prevailing exchange rates. Carry a mix of cash and internationally accepted credit or debit cards for payments. Keep track of your expenses and be mindful of any currency exchange fees or transaction charges that may apply.
• Safety and Security: Prioritize your safety and take precautions while traveling. Research and be aware of any potential safety concerns, such as high-crime areas or health risks. Stay vigilant, secure your belongings, and follow any safety advice or warnings issued by local authorities or your embassy.
• Communication and Language: Learn a few basic phrases in the local language to facilitate communication. Carry a translation app or guidebook for assistance. Having a basic understanding of the local language can help you navigate more effectively, interact with locals, and enhance your overall travel experience.
• Travel Itinerary and Flexibility: Plan your travel itinerary in advance, but also allow for flexibility and spontaneity. Be prepared for unexpected changes or delays, and have contingency plans in place. Make sure to provide your contact details to a trusted family member or friend so they can reach you in case of emergencies.
• Responsible Tourism: Practice responsible tourism by respecting the environment, wildlife, and local communities. Observe and follow guidelines for sustainable tourism, such as avoiding littering, supporting local businesses, and being mindful of your environmental footprint.

By considering these important factors, tourists can make the most of their time on a tourist visa, ensuring a memorable and rewarding travel experience. It is always a good idea to stay informed, remain respectful, and embrace the opportunities for cultural exchange and exploration that come with international travel.

Obtaining a tourist visa is a crucial step for individuals who wish to explore the wonders of a foreign country for leisure, sightseeing, and recreational purposes. Understanding the definition, purpose, and limitations of a tourist visa is essential to ensure a hassle-free and enjoyable travel experience.

Throughout this guide, we have explored various aspects of a tourist visa, including its definition, the purpose it serves, the application process, requirements, and important considerations for tourists. We have also highlighted the differences between a tourist visa and other types of visas, and provided insights into the renewal and extension processes.

As a tourist visa holder, it is important to comply with the regulations and restrictions imposed by the issuing country. Respect the permitted duration of stay, refrain from engaging in unauthorized activities, and adhere to the local laws and customs. By doing so, you can avoid any legal complications and make the most of your travel experience.

Remember to carefully research the specific requirements and guidelines for obtaining a tourist visa for your desired destination. Each country has its own unique visa policies and procedures, and it is crucial to stay informed and prepare the necessary documents to ensure a successful visa application.

Finally, as you embark on your travels, embrace the adventure, immerse yourself in the local culture, and create lasting memories. Traveling provides an incredible opportunity for personal growth, cross-cultural understanding, and breathtaking experiences. Whether you’re exploring ancient ruins, enjoying the beauty of nature, or indulging in culinary delights, a tourist visa enables you to embark on a journey of discovery and create cherished moments that will last a lifetime.

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Tourism: How Celebrity endorsements can influence people, travel decisions

Celebrities often have large and dedicated fan bases who may be influenced by the places they visit, recommend, or promote. Celebrities often embody certain lifestyles or cultural trends.

If a celebrity aligns themselves with a particular destination, it may create an association between that place and a desirable lifestyle. This can attract followers who want to emulate the celebrity’s lifestyle or be part of a trend.

READ; News: New research shows people who are obsessed with celebrities may have low intelligence

According to Telegraph, Messi in Saudi, Rihanna in Barbados and, now, Idris Elba in Sierra Leone – celebrity travel endorsements are nothing new. But do they work?

Pitbull promoted Florida. Jackie Chan told tourists to try Hong Kong. And now Idris Elba is helping bring direct flights to Sierra Leone. Alongside brilliant hotels and a vibrant culture, it seems as if tourist destinations think a celebrity endorsement is crucial for people booking a holiday.

Luminaries who have depicted the UK include Judi Dench, Rupert Everett, Jamie Oliver, Twiggy, Dev Patel, Stephen Fry, Wallace and Gromit and more. Most of these were recruited for Visit Britain’s 2012 campaign, which, as one-time marketing director Laurence Bresh says, was a “unique year” – encompassing the then Queen’s Diamond Jubilee and the London Olympics. It was as a result of these circumstances that Visit Britain was given a bumper budget, totalling some £125 million. The initial success of the first films – in which Judi Dench celebrated the country’s “abundance of stately homes” and Dev Patel praised “buzzing” Leicester Square – led to a further injection of cash, culminating in the “Great” campaigns that are still used at UK airports. The need for something eye-catching, and A-list, was not totally about prestige.

READ; News: Egypt’s Mo Salah leads as Nigeria’s Davido, Tiwa Savage, Wizkid, among the Top 10 highest paid celebrities on Instagram in Africa for 2022

“One thing we were surprised by when we started was that visitor numbers typically go down during the Olympics year. People tend to stay away,” says Bresh, who worked as Visit Britain’s marketing director at the time. The question, though, is whether or not celebrity-endorsed campaigns actually work. It is hard to imagine that an endorsement from Jack Grealish would inspire seasoned travellers to make a change. Likewise, a recommendation from Michael Caine might not sway a young holidaymaker to discover a new country. And yet tourism boards so regularly use A-listers to promote their destination.

It certainly worked for Visit Britain. In 2012, some 12 million inbound tourists visited the country, a five per cent increase on the previous year. By 2014, the campaign recorded a £1.2 billion return on investments. For an event as nationally significant as the Olympics, the Union flag festooned imagery felt appropriate. But some campaigns lean into the inherent weirdness of a celebrity – a single person – representing a whole country. Kazakhstan incorporated Sacha Baron Cohen’s Borat into its campaigns. A Mark Zuckerberg impersonator appeared in an ad for Iceland. The rapper 50 Cent created a video for Hostelworld.

READ; Africa: Multi-award winning artist, Akon delivers on cultural and tourism envoy role, leads 16 celebrities to invest in Uganda

The Visit Britain campaign was over a decade ago, and the power of celebrity endorsement has changed. Dr Vincent Mak, a professor of marketing at the Cambridge Judge Business School, thinks that technology has fundamentally changed the way destinations are marketed. “Social media means that you can reach so many more people than a traditional campaign would. Just one Instagram post from a celebrity can mean so much more exposure than we were once capable of,” he says. Tens of thousands, perhaps millions, more people will see Chris Hemsworth promote Australia, or Taika Waititi suggest New Zealand as a place for a holiday, or Roger Federer suggest Switzerland, if the images are posted to their social media.

Unlike a billboard campaign, the internet allows two-way communication. “Therefore, if the public really likes what you’re doing it can become a runaway hit overnight, or even [within] a couple of hours. It can also become a disaster pretty quickly,” says Mak. The less “authentic” the endorsement feels, the more likely the disaster. An advert from Beyoncé recommending a stay at a Butlins would not feel believable. And so the ideal celebrity promotion is one that comes about without the involvement of a tourist board at all. Rather than being asked – and likely paid – to say they enjoy holidaying in Paris, it feels more genuine for a celebrity to mention that they love the 18th arrondissement. By its very nature, this is something that tourist boards dream about, but have no control over.

Perhaps the most successful example of this is Rihanna’s relationship with her home country, Barbados. In the first flush of her fame, the singer took part in an official campaign: running along the beach, riding a bicycle on a country lane and playing dominoes with locals. The adverts cemented her association with the island, but it was afterwards – on real trips home, in song lyrics, and even during her Superbowl performance – that the link really developed.

Cheryl Carter, a director for the Barbadian tourist board, evidently appreciates the country’s most famous daughter. “We’re very, very proud of Rihanna, and all that she has accomplished,” she says. “And I think Rihanna has been very clever to continue to position herself as an island girl, because it’s what sets her apart from the pack.” Last year the singer stopped for snow cones at a stall near her villa. “Suddenly the snow cone seller’s popularity just blew up,” says Carter.

She is keen to point out that celebrities have always been drawn to Barbados, but the connection with the singer has encouraged other A-listers to see it as a holiday destination – and has opened up the destination to a new group of travellers. “It’s certainly helped us to reach a much younger demographic,” says Carter. “I remember flying into New York once and going to a car rental. And the young man there, he couldn’t have been more than 21 or 22. I gave him my driving licence, and he said, ‘Oh, you’re from Rihannaland’.”

It’s the sort of thing tourism boards dream of. Even the most cynical of holidaymakers would believe in Rihanna’s genuine love for the island – and perhaps consider a trip. There are, however, risks involved when employing celebrities. “It’s a game,” says Dr Mak. “There’s high gain, but also high risk as well. Some celebrities can be quite controversial. “People’s reputation goes up or down so much more quickly and so much more drastically than before.”

Messi’s continued relationship with Saudi Arabia has drawn ire from some quarters, with commentators pointing to the country’s human rights record – and allegations of “sports washing” – as reasons the footballer shouldn’t have taken the role. Most notorious, though, is the “Pitbull incident”.

In 2016, the rapper was engaged by Florida’s tourism department. As part of the contract, Pitbull filmed the music video for his song Sexy Beaches in the state, which included iconic Floridian hotels like Miami’s Fontainebleau – and ended on the “#LoveFL” slogan. So far, so typical for Mr Worldwide. But it transpired he had been paid $1 million (funded in part by taxpayers) for the campaign, something that only came out after government officials pressed the rapper to disclose details of his contract. The marketing agency behind the campaign was subsequently given new management.

It doesn’t seem as if the state of Florida’s image as a tourist destination was particularly tarnished. So do endorsements really change where we holiday? Dr Mak thinks that the campaigns are “a matter of awareness” that probably make us more likely to consider a destination – but not necessarily book it.

“Finally reaching a decision as to where to go could be interrupted by so many other factors.” If you don’t like spending time on the beach or long-haul flights, you probably won’t be booking a trip to Barbados, no matter how much Rihanna loves it.

Africa: Ghana Launches 46-Day Visa-on-Arrival Initiative, Strengthening Ties with Diaspora and Boosting Tourism in Alignment with ‘Beyond The Return’ GH Campaign

Tourism: tour operators in nigeria lament over low patronage amid rising cost of living, you may also like, africa: founder discover ekiti tourism club wins top 100 tourism personality in nigeria award, africa: general manager, park inn by radisson serviced apartments lagos wins top 100 tourism..., africa: seychelles small hotels rally to increase visibility with aim of increasing their viability, africa: tour brokers international general manager wins top 100 tourism personality in nigeria award, news: un tourism members adopt agenda for europe as region leads global recovery, africa: akwa ibom state government sends four nominees on china-aid training programme for tourism..., leave a comment cancel reply.

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