THE INFLUENCE OF STORYTELLING ON PERSONALITY AND LOYALTY THE MARK OF TOURIST DESTINATIONS: AN EXPERIMENTAL STUDY
Abstract
Storytelling is the narrative processing capable of creating or improving connections with the brand. Therefore, tourist brands are a management tool. Aligned to this, personality is a competitive differential in the tourism market. A personality with a strong and positive image can generate significant evaluations, impact consumer behavior and decide to return or recommend the destination. Also, storytelling is the narrative processing capable of creating or improving connections with the brand. The research objective is to analyze the influence of storytelling on the personality and loyalty of the destination brand. The study followed a quantitative approach using the experimental method. The research instrument was based on the brand's personality constructs, Courtesy, Vibration, Creativity, Compliance, Cruelty and Tranquility, and Loyalty. The results showed that Hypothesis 1, the storytelling influences the tourist destination's personality with an unattractive image, was partially confirmed. Only the courtesy, cruelty, and tranquility constructs reached statistical significance. However, in hypothesis 2, the storytelling influences the tourist destination's loyalty with an unattractive image. The construct did not present statistical significance, thus not confirming the hypothesis. This result shows that the narrative did not influence the point that there was a significant difference between the respondents. Although no relationship has been identified between stories and loyalty, it is clear that the brand's personality influences the intention to visit or recommend a destination. Managerially, this study reinforces the importance of planning and developing a strong personality of the destination brand.
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