Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry
AbstractStory 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
Scifeed alert for new publicationsNever 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
Li, Y.-M. Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry. Sustainability 2014, 6, 9387-9397.
Li Y-M. Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry. Sustainability. 2014; 6(12):9387-9397.Chicago/Turabian Style
Li, Yi-Min. 2014. "Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry." Sustainability 6, no. 12: 9387-9397.