A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions

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1 Indian Journal of Science and Technology, Vol 9(46), DOI: /ijst/2016/v9i46/107387, December 2016 ISSN (Print) : ISSN (Online) : A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions Seung Soon Choi * Tourism Management, Soongsil University (Soongsil Hospitality), Seoul, Korea; spartarepublic@hanmail.net Abstract Objectives: This study targeted foreigners who have visited key tour destination in Seoul and surveyed. With surveyed date, regression analysis is used to find out the effects. Methods: To find out effectiveness of tourism storytelling influencing on destination brand value and tourist behavioral intentions. Findings: The result of regression analysis showed that tourism storytelling has positive effects on tourism brand value in understandability, interestingness, educability, uniqueness and sensibility. It also showed that the tourism brand value has effects on tourist behavioral intentions. As drawn out, tourism storytelling have positive effects on tourist behavioral intentions in understandability, interestingness, educability, uniqueness and sensibility. Applications: These finding concluded that it is important to tell a story such as culture and history of tourism destination to foreigner tourist to make the destination attractive. Keywords: Brand Value, Tourist Behavior, Tourism Storytelling 1. Introduction Tourism involves the amalgam of various services like hospitality, food, transport, entertainment, shopping and safety to name a few 1. In these days, the tourism industry gradually has tried to differentiate to gain a competitive advantage because the increase of the tourism market has caused serious competitions between tourist destinations and those developed tour packages were easily copied 2. Corporations actively use storytelling strategy to deliver its brand value and enhance their brand value since they have recognized importance of brand value of the companies 3. The tourism filed also has tried to differentiate regarding the tourist development strategy and secure the destination advantage through storytelling as one of the strategy for the satisfaction of tourists motive and desire. In addition, the destination brand has come to fore as important part of the current destination marketing to differentiate them and attract more tourists 4. Moreover, the strong combination of storytelling and brand produce the royalty from customers and it plays a role to narrow down the distance between corporations and consumers The Theoretical Background 2.1 Tourism Storytelling Tourists would be in the city with some great expectations wherein they will be able to experience something unique, beneficial and weird as generally perceived 6. Storytelling is an all kinds of combined action of delivering a destination s story by appealing a vivid story persuasively trough using senses such as vision, hearing and smell 7. Reference 8 stated that tell in the storytelling, not only means simply speak but also includes other senses such as the sense of touch and smell and ing has a sharing of the situation following meaning of interactions. Storytelling in tourism should be understood much wider * Author for correspondence

2 A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions notion than just information from a tour guide or cultural tourism interpretation. Reference 9 emphasizes that tourism storytelling is a process of the building-up the shared value by interacting throughout the discovering story, experiencing and sharing a story in a broad sense. In a narrow sense, it is perspectives of a story that how the theme of story should form to deliver effectively to the tourists while they are experiencing it. According to 10, tourism storytelling has an extensive meaning which contains not only verbal narrative genre, folktales, etc. but also nonverbal means as the new way of the communication in modern society such as movies and dramas, which is related with the destination, as a meaning system making with the destination, tourists and local residents all together by experiencing and sharing the story of the destination. Through these advanced research, this examination could be defined that tourism storytelling is enhancing the value of the destination by stimulating tourism activities and after this spreading the new value of it on the basis of the developed individualized experience process regarding a story of a tourist attraction. 2.2 Tourism Destination Brand Value A brand plays a role as a bridge between consumers and products as well as majority customers tend to pursue the efficiency through the awareness of a brand and present their characteristics or images by means of a lasting relationship with a brand 11. The brand value could be indicated as the monetary value, when the consumer spends money although there are similar substation brands that enable to raise the monetary value, if customers believe the brand value higher than others 12. In the case of the tourist destination, the name of region serves as a brand generally; the name of the place reflects the consumers preference, the intention to visit, the overall level of the destination and of course the popularity of it 13. The tourist destination which is object of sightseeing has been treated as merchandise and become a brand and chosen for the value cognition of the tourism destination brand by tourists 14. This work is based on advanced research which could be defined that tourism destination brand value is to recognize worth of visiting and to acquire comparative advantage from differentiating from other destinations by perceiving the destination as merchandise. 2.3 Tourism Behavioral Intentions Reference 15 suggest that favorable behavioral intentions involve positive words and recommendation from mouth, payment and royalty. Whereas unfavorable behavioral intentions include dissatisfaction: Verbal, personal and third-party s reaction, in a broad sense. Behavioral intentions could be distinguished as return visit intentions ; it could be explained such as a desire to visit again due to the experience from the lower properties of the destination and recommendation intentions ; meaning about the level how much they intend to recommend to others based on various properties of the destination 16. As mentioned in advanced research, this examination also defined that tourist behavioral intentions could be claimed as return visit intentions and recommendation intentions to others. 3. Research Design and Methods 3.1 Research Model The purpose of this examination is to seek the effect of tourism destination brand value as a part of storytelling and to analyze the impact of tourism brand value on tourism behavioral intentions by an empirical study. To achieve this aim, a value research model is designed Figure 1. Figure 1. Research model. 3.2 Hypothesis H1: Tourism storytelling effects on tourism destination brand value. H2: Tourism destination brand value effect tourism behavioral intentions. H3: Tourism storytelling effects on tourism behavioral intentions. 2 Vol 9 (46) December Indian Journal of Science and Technology

3 Seung Soon Choi 3.3 Research Subject and Methodology To achieve the purpose of this work, the research subject and target was as follows; Tourists who have been visited the Fortress wall of Seoul, Sejong-dearo and Hanseong Beakje in Seoul for conducting and collecting the survey. The researcher carried out the empirical analysis which was self-administered questionnaire survey method by using convenience sampling method. The reference period was from to (around 45 days). The researcher conducted the survey with trained interviewer regarding the researcher and the way of survey. The entire survey was 180 and the recovery rate was 100%. Among these, some of them were ruled off since there were untrustworthy responses. In addition, this work s statistical data was analyzed by SPSS 18.0: Statistical Package for Social Science. 4. Data Analysis 4.1 Frequencies Analysis Socio-demographic Characteristics of Research Subjects The sample research subjects are shown as Table 1: 53 Chinese (33.8%), 23 Japanese (14.6%), 34 East Asian (21.7%), 32 European (20.4%) and 15 North American (9.6%). Table 1. Socio-demographic characteristics of research subjects categories People (%) total Nationality China Japan East Asia Europe North America 53 (33.8) 23 (14.6) 34 (21.7) 32 (20.4) 15 (9.6) 157 (100.0) Table 2. A factor analysis of tourism storytelling measurement Categories Understandability interestingness educability uniqueness sensibility Cronbach s Vivid expression Accurate explanation.773 Detailed description.753 Experience opportunity.744 attractions.720 Imagination.636 Uniqueness characteristic History.661 Interesting story.660 Romantic story.646 Story related in the region.628 Verbal story.516 gain knowledge Educational.738 Raise understanding.733 Story related in a local figure Memory and romance.727 Exitment and charge Enjoyment.697 Interesting.688 Eigenvalues % of variance Cumulative % of variance Vol 9 (46) December Indian Journal of Science and Technology 3

4 A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions 4.2 Factor Analysis A Factor Analysis about Tourism Storytelling Measurement The researcher carried out the factor analysis about 27 questions as shown in Table 2. Firstly, unreliable 7 categories were removed on the individual measurement scale premised on unidimensionality. As a result, 5 factors were drawn out and variance explanation power is 65.53%. Factor 1 is understandability. Factor 2 is interestingness. Factor 3 is educability. Factor 4 is uniqueness. Factor 5 is sensibility. As a result of each factor s reliability analysis, it was above 0.6 without Cronbach s α with respectively so that it gained the reliability to use for the analysis of social research A Factor Analysis about Tourism Brand Value Measurement The researcher conducted the factor analysis in terms of 4 questions as shown in Table 3. First of all, it was tried to remove a factor which threatens the reliability on the individual measurement scale premised on unidimensionality. However, there was nothing wrong about the reliability to remove. As a result, one factor was concluded and the factors variance explanation power is 56.03%. Factor 1 named tourism destination brand value. As a result of the reliability analysis, it was over 0.6 with Cronbach s α as.736 that enables the reliability to use for the analysis of social research. Table 3. A factor analysis about tourism brand value measurement categories tourism brand Cronbach s value Select although high cost Popular place.797 Uniqueness.763 Value for visit.571 Eigenvalues % of variance Cumulative % of variance A Factor Analysis about Tourist Behavioral Intentions Measurement The researcher practiced the factor analysis regarding 2 questions as shown in Table 4. Above all, it was tried to remove a factor which threaten the reliability on the individual measurement scale premised on unidimensionality. However, there was nothing wrong about the reliability to remove. As a result, one factor was come out and the factors variance explanation power is 78.26%. Factor 1 designated tourists behavioral intentions. As a result of the reliability analysis, it was beyond 0.6 with Cranach s α as.736 that enables the reliability to use for the analysis of social research. Table 4. A factor analysis about tourist behavioral intentions measurement Categories tourism behavioral Cronbach s intentions Intentions to recommend to others Intentions for return to.885 visit Eigenvalues % of variance Cumulative % of variance Hypothesis Test Effects of Tourism Storytelling on Tourism Destination Brand Value First of all, the regression analysis was conducted to find the impact of tourism storytelling on tourism destination brand value as shown in Table 5. In conclusion, it is showed that all 5 factors (understandability, interestingness, educability, uniqueness and sensibility) effect on tourism brand value significantly. The hypothesis 1 is selected because the examination proved that tourism storytelling impacts on tourism destination brand value Effects of Tourism Destination Brand Value on Tourist s Behavioral Intentions To look at effects of tourism destination brand value on tourist s behavioral intentions, the regression analysis was 4 Vol 9 (46) December Indian Journal of Science and Technology

5 Seung Soon Choi Table 5. Effects of tourism storytelling on tourism destination brand value dependent Independent variable Normalized coefficient Standardized coefficient t(p) variable B Standard error beta Tourism destination value (constants) 6.191E understandability (.000*) interestingness (.000*) educability (.000*) uniqueness (.000*) sensibility (.005*) Table 6. Effects of tourism destination brand value on tourists behavioral intentions dependent variable Independent variable Normalized coefficient Standardized coefficient t(p) B Standard error beta tourists behavioral (constants) E intentions Destination brand (.000*) R 2 =.331 * : P < 0.05 Table 7. Effects of tourism storytelling value on tourists behavioral intentions dependent variable Independent variable Normalized coefficient Standardized coefficient t(p) B Standard error beta tourists behavioral intentions R 2 =.315 * : P < 0.05 (constants) 1.732E understandability (.001*) interestingness (.000*) educability (.000*) uniqueness (.009*) sensibility (.000*) carried out as shown in Table 6. As a result, the hypothesis 2 is chosen in this work. This identified that tourism destination brand value effects on tourists behavioral intentions Effects of Tourism Storytelling Value on Tourists Behavioral Intentions To find out effects of tourism storytelling value on tourists behavioral intentions, the regression analysis was taken as shown in Table 7. Consequentially, it is illustrated that understandability, interestingness, educability, uniqueness and sensibility effect tourist s behavioral intentions considerably. The hypothesis 3 is accepted because the examination proved that tourism storytelling impacts on tourists behavioral intentions. 5. Conclusion This work aimed to study effect of tourism storytelling of tourism destination brand value and tourist behavioral intentions by conducting a survey to tourists who have visited the Fortress wall of Seoul, Sejong-dearo and Hanseong Beakje in Seoul. As a result, it has been shown that understandability; interestingness, educability, uniqueness and sensibility which are components of storytelling have an effect on tourist s destination brand value in this order. Moreover, tourist s destination brand value affects tourists, behavioral intentions in order of educability, sensibility, interestingness, understandability and uniqueness. Firstly, it could be stated that tourism storytelling Vol 9 (46) December Indian Journal of Science and Technology 5

6 A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions considerably effects tourism destination brand value; it tends to be accepted the story much easier through the detailed description, the vivid expression, a lot of attractions and various experience opportunities. Tourism destinations should have interesting history and unique characteristics which need to deliver as diverse attracting and enjoyable story such as folktale, fairytale and oral traditions. Tourism storytelling should involve educational information to raise the understanding of social culture and history. Secondly, it is proved that tourism brand value effects on tourists behavioral intentions; it is shown that when tourism destinations have uniqueness, popular than other destinations and more worth of visit, it effects on return visit intentions and recommendations. Thirdly, it could be identified that tourism storytelling impacts on tourists behavioral as well; return visit intentions and recommendations will increase if the destinations have a story which is educational in terms of a society, culture and history with stimulating sensibility and attractions. Finally, it requires revitalizing tourism storytelling by highlighting the history of the city and use experience contents of the Ihwa village and Naksang Park on a basis of fortress story of the Fortress wall of Seoul to raise tourism destination brand value and tourists behavioral intentions through tourism storytelling. In terms of Sejong-dearo, it needs to use story of invention of Hangul or establishment of the Joseon Dynasty using contents in form of experiencing and missioning program instead of using humanistic story. Moreover, it also needs to construct related story with Korean wave through dramas or movies about King Sejong and Hangul. Hanseong Baekje needs to have a story as a performance of pantomime which is about the crossborder love story between Prince Seodong from Baekje and Princess Seonhwa by utilizing natural topography of Mongchontoseong. Furthermore, it also should be established a long-term strategy to deliver about the social, cultural and historic story that is not artificial but natural for foreign tourists. The advanced research of this work was targeted on domestic tourists. The researcher identified the limit to translate the meaning of the survey to foreign tourists. In further research, it will be needed to investigate tourism storytelling scale by targeting foreign tourists. 6. References 1. Pawaskar RP, Goel M. Improving the efficacy of destination marketing strategies: A structural equation model for leisure travel. Indian Journal of Science and Technology. 2016; 9(15): Woodside AG, Cruickshank BF, Dehuang N. Stories visitors tell about Italian cities as destination icons. 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