Virtual destination endorsers and brand trust: a source credibility perspective on branding small heritage cities

Purpose This study investigates the role of virtual destination endorsers (VDEs) in shaping destination brand equity for small heritage cities, a critical but underexplored area in contemporary tourism branding. Design/methodology/approach Grounded in source credibility theory and the consumer-based destination brand equity framework, this study examines how perceived physical attractiveness, anthropomorphism, and trustworthiness of VDEs influence brand awareness, brand image, and destination brand trust. A scenario-based online survey featuring a culturally embedded VDE was administered to 458 participants in China. The proposed model was tested using partial least squares structural equation modeling. Findings Physical attractiveness and anthropomorphism positively influence trustworthiness, which in turn enhances brand awareness and image. Both awareness and image mediate the relationship between physical attractiveness and anthropomorphism, positively influencing trustworthiness and brand trust, highlighting a sequential process in virtual destination endorsement. Research limitations/implications The study provides actionable insights for tourism marketers and policymakers on how to leverage VDEs in destination marketing. By designing credible and humanlike digital endorsers, DMOs can enhance the visibility, emotional appeal, and trustworthiness of lesser-known heritage destinations –especially in the pre-travel stage. Practical implications The study offers actionable insights for tourism marketers and policymakers, explaining how VDEs can be strategically designed with anthropomorphic and visually appealing elements to enhance perceived trustworthiness and foster tourists’ trust in the destination. By designing credible and human-like digital endorsers, DMOs can enhance the visibility, emotional appeal, and trustworthiness of lesser-known heritage destinations, particularly during the pre-travel stage. Originality/value This study reconceptualizes trustworthiness as a mediating mechanism within the source credibility model. Furthermore, it identifies a sequential mediation in which VDE attributes influence brand awareness and brand image, ultimately leading to increased brand trust. It advances digital place branding by demonstrating how VDEs can act as scalable, culture-embedded tools for branding small heritage cities in a digitally competitive tourism landscape.