名人崇拜，偶像崇拜，明星或影迷早已出現在社會學和心理學之研究。最近十年裡，名人崇拜已漸漸受到行銷和旅遊研究的關注。學者和業者都認為名人，尤其是名人歌手及影星，在關係與服務實務上占重要角色。根據依戀理論和目的地熟悉度，本研究探討在何種程度上粉絲對音樂界名人的依戀會刺激他們訪問旅遊目的地的意圖。我們回顧現有文獻，開發了概念模型並檢驗相關的關係，並且，應用結構方程模型，結合理論和測量方法檢驗研究假設。結論顯示：一個人對名人的依戀會直接影響旅遊意圖，目的地熟悉度和享樂態度。然後目的地熟悉度正面影響粉絲對旅遊目的地的享樂態度和實用態度。此外，享樂態度與實用態度呈正相關。最後，目的地熟悉度，享樂態度和實用態度會產生旅遊意圖。結果又顯示：依戀度是了解一個人的對旅遊意圖的關鍵因素。此外，熟悉度部分中介名人依戀度和享樂態度，熟悉度中介名人依戀度和功利態度。最後，本研究專注於名人依戀和目的地的熟悉度進行分析，討論如何提高旅遊意圖的策略。企業可以透過粉絲與偶像的關係促進繁榮旅遊目的地。

Celebrity worship, idolatry, stardom or fandom has long been investigated in sociology and psychology. In the recent decade, celebrity worship has received attention in marketing literature and tourism research. Both academics and practitioners recognize that celebrities, particularly celebrity singers and movie stars, play important roles in relationship and service practices. Based on attachment theory and destination familiarity, the purpose of this article is to investigate the extent to which fans’ attachment to the celebrity in the music industry stimulates their visit intention to tourism destinations. We review the existent literature and develop a conceptual model to understand the relevant relationships. Structural equation modelling is employed to examine several hypotheses. Theory and psychometric methods are applied. The results reveal that a person’s celebrity attachment directly impacts the destination visitation intention, destination familiarity, and destination hedonic attitude. Then destination familiarity positively influences a person’s hedonic or utilitarian attitude towards the tourism destination. Besides, the hedonic attitude has positive relationship with utilitarian attitude. Finally, familiarity, hedonic attitude, and utilitarian attitude generate visitation intention. The results suggest that attachment is pivotal to understanding a person’s intention towards visiting tourism destinations. Besides, familiarity partially mediates the celebrity attachment and hedonic attitude but plays a mediating role between celebrity attachment and utilitarian attitude. The strategies focusing on the celebrity attachment and destination familiarity to increase users’ intention are discussed. Organizations can promote a tourism destination by following rules of consumer-brand relationships.