Local Storytelling for Invigorating the Tourism Image- Focusing on TV Contents -

Abstract

Area and surrounding landscape introduced by visual media stimulate viewers and positively affect the local tourism. Thus, this study aimed to identify psychological factors of viewers and provide storytelling and marketing implications to invigorate a local tourism (based on identified factors).
 Therefore, this study selected samples and conducted a survey study with targeting people watched a local or tourism TV program more than once. The reliability and validity tests were conducted to the collected effective sample. Moreover, a frequency analysis was used to evaluate the general characteristics of study subjects. Afterward, the fitness of a structural equation model and the causal relationship of each concept were verified. 
 The implications of this study were as follows. First, when a story for a tourism attraction is created, a producer and people working for local tourism should work together to select an actor and a suitable subject. Moreover, a story should have many stimulus elements to give the viewer a desire to visit or experience the surrounding landscape and a famous restaurant. Secondly, a program producer must pay attention to provide accurate information so that viewers can trust the given information. Moreover, it is necessary for a TV program to deal with important information and do's and don'ts upon the cooperation of local tourism workers and people experienced the area so viewers can fully understand the situation. Thirdly, program producers and tourism workers must increase expectation by providing representative images and information. Lastly, program producers have to provide detailed information related to the introduced food, accommodation, surrounding environment, and experience. Moreover, stories should be presented in order to stimulate the emotions of viewers.