STORYTELLING ADS FOR TOURIST SITES: PERCEIVED VALUE, IMMERSION, AND ATTACHMENT

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.