摘要：当前，为实现地方经济发展，推动旅游目的地形象升级，利用名人为目的地品牌代言已成新趋势，但目的地品牌如何选择代言名人，现有文献却缺乏研究。文章结合中国当代社会地缘关系的双层含义，同时借鉴中国本土的关系研究，引入代言人地缘关系这一概念，并将此区分为先赋性和交往性两个维度。通过眼动实验以及情境实验，探究代言人地缘关系特征对目的地品牌代言效果的影响。研究结果表明，代言人地缘关系的交往性维度才是影响目的地品牌代言有效性的决定因素，而先赋性维度仅仅在交往低时才发挥作用；此外，文章还证实了代言真实性的中介作用与目的地品牌定位的调节作用。最后讨论了相关理论贡献与管理启示。

Abstract: In recent efforts to promote local economic development and enhance destination images, a new trend has emerged involving celebrities endorsing destination brands. However, existing literature lacks research on the criteria for selecting celebrity endorsers for destination brands. This study integrates the two-layered concept of geo-relationship in contemporary Chinese society and draws from local “guanxi” studies in China to introduce the concept of endorser geo-relationship. This concept is divided into two dimensions: the ascribed dimension and the interactive dimension. The study investigates the impact of an endorser's geo-relationship on the effectiveness of destination brand endorsements through an eye-tracking experiment and a contextual experiment. The findings indicate that the interactive dimension of the endorser's geo-relationship significantly influences endorsement effectiveness, while the ascribed dimension only becomes relevant when the interaction is low. Additionally, the study confirms the mediating role of endorsing authenticity and the moderating role of destination brand positioning. Theoretical contributions and managerial implications are also discussed.