The interaction effect of endorser type and destination stereotype on destination evaluation

This research examined the interaction effect of endorser type and destination stereotype on destination evaluation. The findings indicated that adopting an avatar as a destination endorser is more likely to gain a better destination evaluation for a destination with a predominate competence stereotype, while adopting a human as the endorser is more likely to gain a better destination evaluation for a destination with a predominate warm stereotype. Schema congruity was identified as a mediator in the interaction effect from the perspective of schema congruity theory. Consumer mindset (fixed vs. growth) was identified as a moderator of the above effects.