مشخصات مقاله | |
ترجمه عنوان مقاله | خیال یا واقعیت؟ پرده برداری از قدرت روایت های واقعی در تبلیغات رسانه های اجتماعی گردشگری |
عنوان انگلیسی مقاله | Fantasy or reality? Unveiling the power of realistic narratives in tourism social media advertising |
نشریه | الزویر |
انتشار | مقاله سال ۲۰۲۴ |
تعداد صفحات مقاله انگلیسی | ۱۶ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۱۴٫۵۶۷ در سال ۲۰۲۲ |
شاخص H_index | ۲۵۵ در سال ۲۰۲۴ |
شاخص SJR | ۳٫۳۵۲ در سال ۲۰۲۲ |
شناسه ISSN | ۰۲۶۱-۵۱۷۷ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۲۲ |
فرضیه | دارد |
مدل مفهومی | دارد |
پرسشنامه | دارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت – گردشگری و توریسم |
گرایش های مرتبط | بازاریابی – مدیریت بازرگانی – مدیریت گردشگری |
نوع ارائه مقاله |
ژورنال |
مجله | مدیریت گردشگری – Tourism Management |
دانشگاه | University of Portsmouth, United Kingdom |
کلمات کلیدی | داستان پردازی روایی مقصد، روایت های واقعی، روایت های خیالی، همنوایی، وابستگی به برند مقصد، وفاداری به برند مقصد نگرشی |
کلمات کلیدی انگلیسی | Destination narrative storytelling, Realistic narratives, Fantasy narratives, Self-congruence, Destination brand attachment, Attitudinal destination brand loyalty |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.tourman.2024.104998 |
لینک سایت مرجع | https://www.sciencedirect.com/science/article/pii/S0261517724001171 |
کد محصول | e17816 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract ۱ Introduction ۲ Theoretical background and hypotheses development ۳ Study 1 ۴ Study 2 ۵ Discussion ۶ Conclusion Impact statement CRediT authorship contribution statement Declaration of competing interest Appendix A Supplementary data Appendix 1 Stimuli for Study 1 Appendix 2 Stimuli for Study 2 Appendix 3 Measurements, descriptive statistics, reliability and factor loadings References |
بخشی از متن مقاله: |
Abstract Narrative storytelling, a cornerstone of narrative persuasion theory, plays a crucial role in nurturing robust consumer-brand relationships. Understanding persuasive narratives within the social media domain is critical for destination brands. Hence, this study investigates the impact of realistic narratives on attitudinal destination brand loyalty, mediated by self-congruence and brand attachment across two experiments. Study 1 provides evidence for the superiority of adventure-themed realistic fictional narratives over fantasy one in Facebook advertisements. Study 2 supports the findings of Study 1 with a romantic-themed narrative and a diverse destination in Instagram advertisements. Moreover, Study 2 reveals that consumer fantasy proneness diminishes the influence of realistic fictional narratives on self-congruence. These findings suggest a strategic shift toward realistic narratives over fantasy ones to stimulate self-congruence and cultivate destination brand attachment, ultimately fortifying the bonds between travellers and destination brands.
Introduction Engaging with travellers through social media has emerged as a cost-effective strategy for promoting tourism destinations ( Adamış & Pınarbaşı, ۲۰۲۲ ). Destination Management Organisations (DMOs) are increasingly focused on shaping and guiding brand narratives within social media channels to influence travel decisions ( Lund, Cohen, & Scarles, 2018 ; Ma, Scott, & Wu, 2023 ). However, social media advertising poses unique challenges for DMOs and destination marketers as they strive to stand out in crowded marketplaces. As a result, identifying the most persuasive methods to convey destination brand narratives has become crucial, with narrative storytelling proving to be a powerful tool in capturing travellers’ attention and encouraging them to explore destinations ( Youssef, Leicht, & Marongiu, 2019 ).
A “story-world”, which comprises a series of interconnected events centred around a specific theme, settings, and characters immerse audiences in the captivating realm of storytelling ( Ryan, 2016 ; Woodside, Sood, & Miller, 2008 ). Narrative storytelling is the art of narrating a sequence of events, whether based on true or fictional settings, by adeptly weaving together engaging story characters and immersive plots in a compelling manner ( Ma et al., 2023 ; Tu, 2015 ). This form of storytelling has a powerful ability to persuade and transport its audience by lessening negative cognitive responses and eliciting strong emotional reactions ( Escalas, 2007 ). Consequently, narrative storytelling offers significant opportunities for enhancing destination brand perception, identity, and competitiveness in saturated markets ( Bassano, Barile, Piciocchi, Spohrer, & Iandolo, 2019 ) and serves as a catalyst for destination development ( Hartman, Parra, & de Roo; 2019 ).
Conclusion This study pioneers a shift in the exploration of perceived realism within destination brand narratives, diverging from prior research that have predominantly explored general aspects of storytelling. In contrast to earlier attempts, our research distinctly focuses on a specific and pivotal dimension—the impact of perceived realism in destination narratives on destination brand loyalty. By investigating the nuanced differences between realistic narrative and fantasy one, the current study has uncovered psychological mechanisms like self-congruity and brand attachment. Furthermore, the introduction of the concept of fantasy proneness has added a novel dimension to our understanding of how narratives operate in shaping travellers’ responses. In essence, this research has involved pioneering a more tailored and focused exploration of realistic narrative influences in the intricate realm of tourism destination branding. |