The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea

Mina Jo, Jaebin Cha and Jisong Kim ()
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Mina Jo: Division of Hotel & Tourism, College of Economics & Business Administration, The University of Suwon, Hwaseong 18323, Republic of Korea
Jaebin Cha: Department of Health & Administration, Kyungmin University, Uijeongbu 11644, Republic of Korea
Jisong Kim: Department of Economics, College of Economics & Business Administration, The University of Suwon, Hwaseong 18323, Republic of Korea

Sustainability, 2022, vol. 14, issue 24, 1-16

Abstract: This study investigates the effects of tourism storytelling on the tourism destination brand value, lovemarks and relationship strength. The survey data was collected from 259 respondents who had experienced tourism storytelling in South Korea. Among the determinants of tourism storytelling, uniqueness, interestingness and educability have significant effect on tourism destination brand value. Sensibility, descriptiveness and interestingness have significant effect on the lovemarks formation. Both brand value and lovemarks are found to affect relationship strength. The study further found that the rational factor has more influence on the brand value whereas the emotional factor has more influence on the lovemarks. The study made a theoretical contribution by examining whether tourism storytelling affects lovemarks and could boost relationship strength. The managerial implication of this study is that DMO should make efforts to form a lovemarks for tourism destinations.

Keywords: tourism storytelling; tourism destination value perception; lovemarks; relationship strength (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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