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Assessing the Effectiveness of Consumer Narratives for Destination Marketing

Tussyadiah, Iis, Park, Sangwon and Fesenmaier, DR (2010) Assessing the Effectiveness of Consumer Narratives for Destination Marketing Journal of Hospitality & Tourism Research, 35 (1). pp. 64-78.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Fesenmaier, DR
Date : 21 October 2010
DOI : 10.1177/1096348010384594
Copyright Disclaimer : Copyright 2010 SAGE Publications
Uncontrolled Keywords : destination marketing, online, tourism behavior
Depositing User : Users 8 not found.
Date Deposited : 24 Nov 2017 09:35
Last Modified : 06 Jul 2019 05:24

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