A study on tourism storytelling and strength of relationship of visitor's in Busan: the mediating role of lovemark

김수인; JunHyuk Lee; Chol-Shik Won; Dae-Hwan Park; Changho Oh

Journal of Tourism Sciences

Abbr : JTS
2011, 35(4), pp.279-297
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

김수인 ¹, JunHyuk Lee ², Chol-Shik Won ³, Dae-Hwan Park ⁴, Changho Oh ⁵

¹부산관광컨벤션뷰로
²영산대학교
³영산대학교
⁴영산대학교
⁵영산대학교

ABSTRACT

This study was designed to empirically examine the effects of storytelling on strength relationship via lovemark. Based on the review of previous literature, attributes of story telling were conceptualized in terms of six dimensions: interestingness, educational, socio-culture, emotional sentiment, descriptiveness, and originality of region of tourism spots. In addition, strength relationship was measured with eight items and relationship strength was measured with two items. Data were conveniently collected from 185 visitors to Busan on November 2010. Results showed that four dimensions of storytelling attributes(i.e., interestingness, educational, socio-culture, emotional sentiment1) made significant impacts on the lovemark. Results also showed that lovemark was likely to intensify the degree of relatedness toward the tourism spots. Implications and limitations of the study were also discussed.
KEYWORDS

Tourism storytelling, Lovemark, Strength of relationship
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