Exploringthe attractiveness of digital human influencers in destination marketing: The Allure of two-path meaning transfer

Digital humans are new players in destination marketing; however, little is known about their marketing effectiveness. This research investigates digital human influencers' attractiveness and their roles in destination marketing. Drawing upon meaning transfer theory and dual process theory, we developed a two-path meaning transfer model integrating both affective and cognitive pathways. A mixed-methods design, including qualitative interviews and four quantitative studies, was applied to identify and validate the attractiveness dimensions and test their effects. We identified six dimensions of digital human influencer attractiveness (expressiveness, physical attractiveness, anthropomorphism, interactivity, trendiness, and cultural attractiveness), which shape marketing effectiveness through the two pathways’ sequential mediation. Additionally, the cognitive route of meaning transfer was moderated by the influencer–destination congruence. This research contributes to the literature by integrating distinct paths to elucidate the mechanisms of digital human influencer endorsement. Our findings also provide insightful managerial implications for better utilizing digital human influencers in tourism marketing.