Abstract
This study examines the influence of storytelling advertisements (ads) for tourism site visit and word-of-mouth intentions on SNS through site attachment and value. The authors also test the effectiveness of affective and rational storytelling ads. Responses were measured to alternative storytelling stimuli, based on 296 valid questionnaire responses. The findings indicate that the attitude of storytelling ads for tourist sites affects site attachment, site immersion, and perceived value, and consequently, visit intentions and SNS EWOM intentions. The results offer interesting implications for advertisers and brand managers involved in destination marketing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
