IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i24p16495-d998536.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/24/16495/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/24/16495/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gurel Cetin & Zaid Alrawadieh & Mithat Zeki Dincer & Fusun Istanbullu Dincer & Dimitri Ioannides, 2017. "Willingness to Pay for Tourist Tax in Destinations: Empirical Evidence from Istanbul," Economies, MDPI, vol. 5(2), pages 1-15, June.
    2. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    3. Bove, Liliana L. & Johnson, Lester W., 2001. "Customer relationships with service personnel: do we measure closeness, quality or strength?," Journal of Business Research, Elsevier, vol. 54(3), pages 189-197, December.
    4. Luo, Jun & Dey, Bidit L. & Yalkin, Cagri & Sivarajah, Uthayasankar & Punjaisri, Khanyapuss & Huang, Yu-an & Yen, Dorothy A., 2020. "Millennial Chinese consumers' perceived destination brand value," Journal of Business Research, Elsevier, vol. 116(C), pages 655-665.
    5. James, Camille H. & Minnis, William C., 2004. "Organizational storytelling: It makes sense," Business Horizons, Elsevier, vol. 47(4), pages 23-32.
    6. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. Saleem, Tayyaba & Talpur, Qurat-ul-ain & Ishaq, Muhammad Ishtiaq & Raza, Ali & Junaid, Muhammad, 2024. "Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Levent Selman GOKTAS & Serkan Polat, 0. "Tourist Tax Practices in European Union Member Countries and Its Applicability in Turkey," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 5(2), pages 145-158.
    2. Pizzetti, Marta & Chereau, Philippe & Soscia, Isabella & Teng, Fangyuan, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Journal of Business Research, Elsevier, vol. 167(C).
    3. Zahra Idrees & Xia Xinping, 2017. "Quality of Banking Services & Customer Retention: Moderated by Relationship Characteristics," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(2), pages 205-217, February.
    4. Chang-Soo Kim & John Dinwoodie & Young-Joon Seo, 2018. "Inter-Firm Cooperation and Collaboration in Shipper—Shipping Company Relationships for Enhancing Sustainability," Sustainability, MDPI, vol. 10(10), pages 1-19, October.
    5. Xinxiang Li & Yarong Huang & Kwangsoo Cho, 2025. "A Study on the Role of Tourists’ Multidimensional Perceptions in Regenerative Composite Cultural Spaces and Their Influence on Travel Intentions," Sustainability, MDPI, vol. 17(18), pages 1-24, September.
    6. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    7. Herington, Carmel & Johnson, Lester W. & Scott, Don, 2009. "Firm-employee relationship strength--A conceptual model," Journal of Business Research, Elsevier, vol. 62(11), pages 1096-1107, November.
    8. Lu, Lu & Cai, Ruiying & King, Ceridwyn, 2020. "Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing," Journal of Business Research, Elsevier, vol. 117(C), pages 99-111.
    9. L Houghton & M Metcalfe, 2010. "Synthesis as conception shifting," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(6), pages 953-963, June.
    10. Patrícia Crespo Sogas & Ivette Fuentes Molina & Àlex Araujo Batlle & Josep Maria Raya Vílchez, 2021. "Economic and Social Yield of Investing in a Sporting Event: Sustainable Value Creation in a Territory," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    11. José Luis Durán-Román & Pablo Juan Cárdenas-García & Juan Ignacio Pulido-Fernández, 2020. "Tourist Tax to Improve Sustainability and the Experience in Mass Tourism Destinations: The Case of Andalusia (Spain)," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    12. Asad Ur Rehman & Muhammad Shoaib & Mohsin Javed & Zuhair Abbas & Ayesha Nawal & Roman Zámečník, 2022. "Understanding Revisit Intention towards Religious Attraction of Kartarpur Temple: Moderation Analysis of Religiosity," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    13. Tiziana Russo Spena & Maria Colurcio & Monia Melia, 2013. "Storytelling e web communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 97-117.
    14. Sara Dalir & Abror Mahamadaminov & Hossein GT Olya, 2021. "Airbnb and taxation: Developing a seasonal tax system," Tourism Economics, , vol. 27(2), pages 365-378, March.
    15. Rasha Abdel Aziz ElNaggar & Rasha Hammad, 2024. "Determinants of online social entrepreneurs’ brand loyalty: a value creation model," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(1), pages 155-176, March.
    16. Filieri, Raffaele & Lin, Zhibin & Pino, Giovanni & Alguezaui, Salma & Inversini, Alessandro, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Journal of Business Research, Elsevier, vol. 135(C), pages 663-675.
    17. Balas Rant Melita & Korenjak Cerne Simona, 2017. "Becoming a Hidden Champion: From Selective use of Customer Intimacy and Product Leadership to Business Attractiveness," South East European Journal of Economics and Business, Sciendo, vol. 12(1), pages 89-103, April.
    18. Mele, Emanuele & Filieri, Raffaele & De Carlo, Manuela, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Journal of Business Research, Elsevier, vol. 163(C).
    19. Bendell, Bari L. & Kristal, Emma K., 2023. "Five naming strategies to help tell your organization’s story," Business Horizons, Elsevier, vol. 66(3), pages 387-404.
    20. Qiqi Liu & Xiaolan Tang & Ka Li, 2022. "Do Historic Landscape Images Predict Tourists’ Spatio-Temporal Behavior at Heritage Sites? A Case Study of West Lake in Hangzhou, China," Land, MDPI, vol. 11(10), pages 1-20, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16495-:d:998536. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.