Katahenggam, NagathisenAlshammari, Majed2025-05-152025https://hdl.handle.net/20.500.14154/75378Celebrities play an important role in the advertising for creating and enhancing brand image and equity in order to differentiate their products from competitive companies. Thus, the purpose of this study was to examine the influence of celebrity endorsement on sports tourism in Saudi Arabia with a view to finding out the factors that influence the choice of celebrity endorsement, and the degree of influence of celebrity endorsement on sports tourism in Saudi Arabia. The study employed a quantitative design collecting data with the aid of questionnaire from the selected respondents. SPSSv27 was used to analyze the data. It was found, among others, that celebrities positively influence public perceptions of Saudi Arabia as a sports destination and that such factors as cultural alignment and religion of the celebrity influence the choice of celebrity endorsement and its effectiveness. Thus, it was revealed that there is a significant relationship between those celebrity endorsement and success of sport tourism. It was concluded that celebrities who share Saudi cultural values and customs should be given preference in endorsements.45enCelebrity EndorsementInfluenceSports TourismThesis