“Policy of tourism managers to influence the storytelling marketing and travel involvement on behavioral intention in choosing a tourist destination”

Document Type : Original Article

Authors

1 Faculty member of Business Management -Islamic Azad University-Neyshabur Branch-Iran

2 Assistant Professor of Department of Business management, central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Marketing management department, scientific and research branch, Azad Islamic university, Tehran, Iran

Abstract

Background: Understanding the behavioral reactions of visitors is crucial for tourist managers in the tourism industry.

Objectives: The present article is the effect of storytelling marketing factors and travel involvement on the tourist behavioral intentions in choosing a tourist destination (Khorasan Razavi).

Methods: To identify the marketing factors of storytelling on behavioral intentions of tourists to visit Khorasan Razavi, by preparing a questionnaire with (51) items, among 420 tourists as available non-randomly distributed and 385 questionnaires, were used. Data to analyze research information and findings from examining questions and hypotheses at two levels of descriptive statistics and inferential statistics is used. At the level of descriptive statistics, indicators such as frequency distribution tables, and at the level of inferential statistics, the method of structural equations using soft-wares of (Smart PLS), and (SPSS 21) were analyzed.

Finding: The results shows, storytelling marketing has a significant effect on the mental involvement of travel in creating behavioral intention of tourists in choosing a tourist destination (Khorasan Razavi ). religious, historical and epic stories have the highest effect .

Keywords

Political Sociology of Iran
Volume 4, Issue 4 - Serial Number 16
February 2022
Pages 307-324

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