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This study examines the impact of e-word-of-mouth utilitarian function on the relationship between celebrity involvement, place attachment, film destination image, and film tourist travel intention. Using data collected from 678 local Vietnamese tourists who perceive Phu Yen Province, Vietnam. The findings suggested that celebrity involvement positively influences film destinations and place attachment. Place attachment was the only variable positively affecting film tourists’ behavioral intention. The relationships between celebrity involvement, film destination image and film tourist behavioral intention were moderated by the e-word-of-mouth utilitarian function. The outcomes of this study provide theoretical and managerial implications for the field.

Celebrity involvement, film destination image, place attachment, behavioral intention: the moderating role of e-word of mouth utilitarian function