Explanation of the Role of Storytelling Marketing and Travel Involvement on the Behavioral Intention in Choosing a Travel Destination (Phenomenological Approach)

Document Type : Original Article

Authors

1 faculty member of business management department-islamic azad university-Neyshabour Branch-Khorasan Razavi-Iran

2 Assistant Professor, Department of Management, Faculty of Business Management, Tehran Central, Branch, Islamic Azad University, Tehran, Iran

3 Professor, Department of Marketing Management, Department of Business Management, Faculty of Management and Economie, Science and Research Branch, Islamic Azad University, Tehran Iran.

Abstract

< p class="Abstract">Understanding the behavioral reactions of visitors is crucial for marketing managers in the Tourism Industry. The present article is the effect of story-telling Marketing factors and Travel Involvement on the Tourist Behavioral Intentions in choosing a Tourist destination Khorasan Razavi. To answer this question, the method of Phenomenological research with a qualitative approach has been used. The method of snowball sampling and purposeful sampling was obtained, and by conducting a total of 12 interviews with professors and experts in the field of marketing management, tourism marketing, and the culture and literature of Khorasan Razavi, the theoretical saturation stage was achieved. Also, the methods of open, axial, and selective coding were used. The results and findings of the study show that religious, epic, mythical, and historical stories play a key role in shaping the beliefs, attitudes, and behavioral intentions of tourists visiting Khorasan Razavi. Finally, the research results are compared with previous studies, and a proposed model is presented.

Keywords

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Tourism of Culture
Volume 2, Issue 4
May 2021
Pages 55-68

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History

  • Receive Date: 27 January 2021
  • Revise Date: 13 March 2021
  • Accept Date: 23 March 2021

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