Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry

Yi-Min Li
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Yi-Min Li: Department of Tourism Management, National Kaohsiung University of Applied Sciences (Yanchao Campus), Kaohsiung 807, Taiwan

Sustainability, 2014, vol. 6, issue 12, 1-11

Abstract: Story marketing has been widely applied to modern societies. As a matter of fact, attraction is a critical part of tourism for any visitor attractions throughout the world. A visitor attraction requires sufficient attraction to appeal to customers’ interests. Story marketing is currently the most popular marketing strategy. The success of using stories in visitor attractions as a marketing tactic for tourism attraction lies in the fact that story-telling is able to best attract people. Both adults and children love listening to stories, which can lead a way to people’s hearts and stories are also the best strategy for communication with others. Aimed at visitors to the Wushe Township as the research participants, a total of 500 copies of questionnaires were distributed, and 287 valid ones retrieved, with a retrieval rate of 57%. The research results show: (1) a significantly positive effect of story marketing on travel involvement; (2) a notably positive effect of travel involvement on behavioral intention; (3) remarkably positive effect of story marketing on behavioral intention.

Keywords: story marketing; travel involvement; tourist behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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