The Influence of Storytelling Approach in Travel Writings on Readers’ Empathy and Travel Intentions

AbstractAs a fascinating concept, storytelling attracts many researchers from a variety of disciplines. Of particular interest is the power of storytelling both on a corporate and on a product level. However, its components and implications on the people and their behavioral intentions (i.e., word and mouth, visit intention) within travel marketing are limited. In this study, we empirically investigated the relationship between the components of storytelling, empathy and behavioral intentions. By studying 155 readers, we found that perceived esthetics, narrative structure, self-reference will evoke reader empathy. We also showed that empathy was found to generate positive emotional response and behavioral intentions toward travel destination. In this sense, we suggested that travel narratives need to consider esthetics, narrative structure and relevance to readers and empathy can be considered as a determinant of emotion in the research of marketing

A STUDY ON TRAVEL INFORMATION ADOPTION INTENTION IN THE ONLINE SOCIAL COMMUNITY: THE PERSPECTIVES OF CUSTOMER EXPERIENCE AND INFORMATION ADOPTION MODEL

With the popularity of the online social community, people have become accustomed to sharing their travel experiences online. Internet users can read about others’ experiences, view tour photos, and gather information from other users during their leisure time or before travelling abroad. This study based on the information adoption theory and the concept of experience marketing; additionally, the moderating effects of consumption point on association among customer experiences, information usefulness, and information adoption intentions has been investigated. An Internet survey was conducted for data collection, and 492 returned responses were analyzed. The findings show that customer experience and information usefulness increase Internet users’ information adoption intentions and that the quality and credibility of Internet tourism information have a positive effect on customer experience and information usefulness. Content vividness was linked to an improved user experience. Consumption point influences the relationship between information usefulness and information adoption intentions, but it does not affect the relationship between customer experience and information adoption intention

The Effect of Storytelling Marketing on Purchase Intention with Empathy as a Mediating Variable

Social media is a platform for brands to present creative advertisements, one of which is storytelling ads. In Indonesia, many advertisers have started using storytelling techniques. Therefore, this study aims to determine the effect of storytelling marketing on the purchase intention of the viewers with empathy as a mediating variable. The elements of storytelling used in this study are perceived esthetic, narrative structure, and self-reference. The proposed research model is based on heuristic theory. This study uses Gojek's advertisements to verify the relationship in the proposed model. Data was collected from 191 respondents through an online closed questionnaire. The Partial Least Squares and Sobel tests were used to analyze the data. The results showed that perceived esthetic and narrative structure have no effect on purchase intention. Self-reference and empathy have a positive effect on purchase intention. Perceived esthetic has no effect on empathy. Narrative structure and self-reference have a positive effect on empathy. Empathy in this study only mediates the positive effect of self-reference on purchase intention.Keywords: Storytelling Marketing; Empathy; Purchase Intentio

What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling

Crowdsourcing enterprises increasingly seek to attract and persuade makers to contribute their creativity and wisdom through digital storytelling, however, what are the effective components of digital storytelling and the persuasive effect of digital storytelling on creative crowdsourcing intention are still unclear. To fill this gap, this study explores how digital storytelling persuades makers to generate creative crowdsourcing behavioural intention by utilising Unified Theory of Acceptance and Use of Technology (UTAUT). Results reveal that the persuasion activity of digital storytelling has a positive effect on creative crowdsourcing intention. The effective components of digital storytelling are mainly composed of aesthetic perception, narrative structure and self-reference. UTAUT and its four core concepts (performance expectation, effort expectation, social influence and facilitating condition) mediate the impact of digital storytelling on the creative crowdsourcing intention, which reveals the persuasive source of digital storytelling. We highlight the theoretical implications as well as the practical applications in creative crowdsourcing

Information Technology Applications in Hospitality and Tourism: A Review of Publications from 2005 to 2007

The tourism and hospitality industries have widely adopted information technology (IT) to reduce costs, enhance operational efficiency, and most importantly to improve service quality and customer experience. This article offers a comprehensive review of articles that were published in 57 tourism and hospitality research journals from 2005 to 2007. Grouping the findings into the categories of consumers, technologies, and suppliers, the article sheds light on the evolution of IT applications in the tourism and hospitality industries. The article demonstrates that IT is increasingly becoming critical for the competitive operations of the tourism and hospitality organizations as well as for managing the distribution and marketing of organizations on a global scale

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

Purpose – The study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products recommended by the blogger. Design/methodology/approach – The empirical research builds on an online survey with a sample of 402 consumers (189 Italian and 213 Taiwanese). The proposed model was tested through structural equationmodeling. Findings – Results showed that homophily and the fashion blogger credibility positively influenced the engagement within the blog. Moreover, perceived similarity with the other blog’s followers (homophily) and a higher engagement with the blog both translated in a stronger intention to buy the sponsored products and to spread a positive word-of-mouth about the fashion blogger. Practical implications – The study has practical implications since it identifies strategic suggestions for both companies that create partnerships with famous fashion bloggers and bloggers who have turned their diary-style websites into a business. Originality/value – The study contributes to a better understanding of the influence exerted by blog engagement on intentions to follow blogger’s recommendations. The study also examines credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to blogs

Blogging mastery: analyzing the key strategies behind successful blogs

Bloggers in the digital landscape have the power to shape consumer behavior and influence their peers. However, successfully running a blog demands time and commitment, similar to operating a small business. Yet, there is scant literature regarding successful practices and strategies that bloggers use to build their blogs and remain successful. This study explores bloggers\u27 most effective methods and strategies to establish themselves in their respective niches. The qualitative research study uses transcendental phenomenology to examine the lived experiences of successful bloggers, aiming to provide insights into their successful strategies, best practices, challenges, and insights for new bloggers. Twelve bloggers that met the criteria for inclusion were interviewed using 12 semi-structured open-ended questions. Thematic analysis was used to code and categorize the themes. The findings suggest that bloggers use various strategies to establish themselves in their respective niches and overcome challenges. The study results were integrated and used to develop the Blogger Success Framework to help established and aspiring bloggers navigate the digital landscape of blogging

An Analysis of the Impact of an Influencer\u27s Perceived Trustworthiness and Content Quality on Their Follower\u27s Travel Intent

Influencer marketing is quickly becoming an essential aspect of a company\u27s online and social media strategy. This research examines the field of influencer marketing by conducting a quantitative study that researches the impact of two influencer attributes, trust and content quality, and how they affect the travel intentions of a follower. The study was conducted directly by an influencer on their followers, and the analysis showed that trust and content quality impact the travel intentions of followers. This work is important as the travel industry is still recovering from the Covid-19 pandemic. It provides a better understanding of how companies, through influencers, can impact an audience\u27s potential travel intentions

THE EFFECTS OF CHARACTERISTICS OF CORPORATE BLOG ON TOURISTS’ LODGING INTENTION: AN EXAMPLE OF BED AND BREAKFAST

Tourists may rely on external information to make various decisions. By understanding the relation between information source characteristics and decision making, tourist operators can improve their communication performance and marketing efforts. Some businesses use corporate blog as a communication platform to engage their customers with the companies. Researches about the causal relationship between corporate blog and business marketing performance, yet, are scant. A theoretical model was built based on a set of distinct characteristics of corporate blogs identified from existing literature. A questionnaire survey was conducted to test this model. Based on 143 samples collected, this study found that vividness, interactivity of the blogs impact B&Bs’ lodging intention via the mediation of the sense of intimacy; and that direction of product reviews posted in the blogs directly impacts the lodging intention. Finally, managerial and academic implications are offered