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

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  • Yi-Min Li

    (Department of Tourism Management, National Kaohsiung University of Applied Sciences (Yanchao Campus), Kaohsiung 807, Taiwan)

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.

Suggested Citation

  • Yi-Min Li, 2014. "Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry," Sustainability, MDPI, vol. 6(12), pages 1-11, December.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:12:p:9387-9397:d:43572
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    References listed on IDEAS

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    3. Merchant, Altaf & Ford, John B. & Sargeant, Adrian, 2010. "Charitable organizations' storytelling influence on donors' emotions and intentions," Journal of Business Research, Elsevier, vol. 63(7), pages 754-762, July.
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    Cited by:

    1. Meilan Jin & Yuxian Juan & Youngjoon Choi & Choong-Ki Lee, 2019. "Estimating the Preservation Value of World Heritage Site Using Contingent Valuation Method: The Case of the Li River, China," Sustainability, MDPI, vol. 11(4), pages 1-14, February.
    2. Hazel Princess M. Rebollo, 2018. "A structural model of millennial tourist behavior towards tourism in Davao Region," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 4(1), pages 26-36.

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