Next Article in Journal
Feasibility Analysis of Establishing Multilateral Nuclear Approaches (MNAs) in the Asian Region and the Middle East
Previous Article in Journal
The Outward Extension of an Ecological Footprint in City Expansion: The Case of Beijing
Article Menu

Export Article

Open AccessArticle
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)
View Full-Text   |   Download PDF [665 KB, uploaded 24 February 2015]   |  


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

Figure 1

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).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

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

Show more citation formats Show less citations formats

Related Articles

Article Metrics

Article Access Statistics



[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top