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

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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)

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.

Suggested Citation

  • Mina Jo & Jaebin Cha & Jisong Kim, 2022. "The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16495-:d:998536
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    References listed on IDEAS

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    Cited by:

    1. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    2. Chien-Ting Chiang & Ying-Chieh Chen, 2023. "The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan," Sustainability, MDPI, vol. 15(4), pages 1-13, February.

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