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- W3200721810 endingPage "1718" @default.
- W3200721810 startingPage "1703" @default.
- W3200721810 abstract "Storytelling constitutes a promising tool in destination brand communication. Yet, although it also emerged as an important research field, studies on how individual story elements impact story persuasiveness are scant. This study investigates the impact of the storyteller as a narrative element (third person vs. first person) on tourist response. Findings show that first-person compared to third-person storytellers significantly increase engagement on social media, destination brand image, and tourist visit intentions. They further foster narrativity and social tone of text as well as tourist perceptions of narrative transportation and social presence. Processes of narrative transportation and social presence explain the effects of the storyteller on destination brand image and tourist visit intentions. Overall, the study expands our theoretical knowledge about organizational storytelling and supports destination managers in the design of effective destination brand stories." @default.
- W3200721810 created "2021-09-27" @default.
- W3200721810 creator A5011203776 @default.
- W3200721810 creator A5052248464 @default.
- W3200721810 creator A5052436342 @default.
- W3200721810 date "2021-09-21" @default.
- W3200721810 modified "2023-09-27" @default.
- W3200721810 title "No Story Without a Storyteller: The Impact of the Storyteller as a Narrative Element in Online Destination Marketing" @default.
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- W3200721810 doi "https://doi.org/10.1177/00472875211046052" @default.