Abstract
As the environment changes rapidly, story-telling including original identity and image distinction is noted to meet the demand and desire of visitors in the tourism industry. There are a burgeoning number of international students, which directly affects the tourism industry. Since this effect helps to revive the local economy, the tourism industry can expect a positive development from it. This study is designed to provide the relationship between landmark storytelling, brand value, and tourist satisfaction by surveying international students in Jeonbuk private universities. Also, this research is focused on presenting the marketing strategy to help foreigners satisfy landmarks and to maximize the number of international tourists. A total of 282 surveys were done by the foreign students who visited popular Jeonbuk landmarks before. The result has shown that tourism storytelling has a statistically significant positive effect on brand value and tourist satisfaction, and brand value has a statistically significant positive effect on tourist satisfaction. In conclusion, there are research limits based on this result and some suggestions for the later study.
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