Effects of Story Marketing and Travel Involvement on Tourist Behavioral Intention in the Tourism Industry

Story marketing has been widely applied to modern societies. As a matter of fact, attraction is a critical part of tourism for any visitor attractions throughout the world. A visitor attraction requires sufficient attraction to appeal to customers’ interests. Story marketing is currently the most popular marketing strategy. The success of using stories in visitor attractions as a marketing tactic for tourism attraction lies in the fact that story-telling is able to best attract people. Both adults and children love listening to stories, which can lead a way to people’s hearts and stories are also the best strategy for communication with others. Aimed at visitors to the Wushe Township as the research participants, a total of 500 copies of questionnaires were distributed, and 287 valid ones retrieved, with a retrieval rate of 57%. The research results show: (1) a significantly positive effect of story marketing on travel involvement; (2) a notably positive effect of travel involvement on behavioral intention; (3) remarkably positive effect of story marketing on behavioral intention.