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Sustainability 2014, 6(12), 9387-9397; doi:10.3390/su6129387

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

Department of Tourism Management, National Kaohsiung University of Applied Sciences (Yanchao Campus), Kaohsiung 807, Taiwan
Received: 15 September 2014 / Revised: 2 December 2014 / Accepted: 2 December 2014 / Published: 16 December 2014
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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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. View Full-Text
Keywords: story marketing; travel involvement; tourist behavioral intention story marketing; travel involvement; tourist behavioral intention
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Li, Y.-M. Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry. Sustainability 2014, 6, 9387-9397.

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