Abstract
Stories are a powerful tool for enhancing tourism. However, the factors that contribute to effective destination storytelling are poorly understood. Hence, this study investigates how destination type and destination gender influence the destination story design. Four scenario-based experiments were conducted online, using various experimental stimuli. This study verified the matching effect between destination story type (factual vs. fictional), destination gender (feminine vs. masculine), and destination type (hedonic vs. utilitarian). Specifically, factual stories are more effective for masculine destinations, while fictional stories better suit feminine destinations. The results also indicate that fictional stories are more suitable for hedonic destinations, whereas factual stories are preferable for utilitarian ones. Additionally, the mediating effects of imagination proclivity and emotional arousal were examined. Overall, this study provides valuable practical insights into the design and promotion of tourist destinations.
Published Version
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