文章基本信息

标题：Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry
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作者：Li, Yi-Min
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2014
卷号：6
期号：12
页码：9387-9397
出版社：MDPI, Open Access Journal
摘要：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.
关键词：story marketing; travel involvement; tourist behavioral intention