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.