Assessing the effectiveness of consumer narratives for destination marketing

Iis P. Tussyadiah, Sangwon Park, Daniel R. Fesenmaier

Research output: Journal article publicationJournal articleAcademic researchpeer-review

61 Citations (Scopus)

Abstract

Using tourists' stories to promote destinations is believed to be an innovative approach in destination marketing. This study conceptualizes and investigates the effectiveness of such an approach. This study supports the underlying premise of introducing narrative in marketing, that is, the narrative reasoning that human beings possess with which they can retrieve information better through a story. Furthermore, it is argued that the increased knowledge of a destination will have a stronger effect on the intention to visit a destination if the audiences can identify themselves with the story characters. Several managerial implications are also discussed.
Original languageEnglish
Pages (from-to)64-78
Number of pages15
JournalJournal of Hospitality and Tourism Research
Volume35
Issue number1
DOIs
Publication statusPublished - 1 Feb 2011
Externally publishedYes

Keywords

  • destination marketing
  • online
  • tourism behavior

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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