Abstract
This study aims to explore the impact of storytelling in long-established restaurants on positive emotions and customer loyalty. Storytelling was categorized into historical and experiential narratives, while positive emotions and loyalty were analyzed as a single factor. The study focused on patrons of restaurants in Seoul with over 30 years of history, employing convenience sampling as a method. Conducted online via Google, the survey sought to validate various hypotheses. The results showed that both historical (Hypothesis 1-1) and experience-based storytelling (Hypothesis 1-2) significantly influenced positive emotions. Positive emotions, in turn, were found to impact loyalty (Hypothesis 2). While historical storytelling had a positive effect on loyalty (Hypothesis 3-1), experience-based storytelling did not (Hypothesis 3-2). This research contributes to the existing body of knowledge by examining the specific effects of storytelling on the emotions and loyalty of customers in old restaurants. The findings offer foundational data on restaurant patronage and practical management strategies for restaurant operations. Additionally, the study builds upon existing theoretical research, offering both academic and practical insights into the effects of storytelling in the restaurant industry.
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