The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea

This study investigates the effects of tourism storytelling on the tourism destination brand value, lovemarks and relationship strength. The survey data was collected from 259 respondents who had experienced tourism storytelling in South Korea. Among the determinants of tourism storytelling, uniqueness, interestingness and educability have significant effect on tourism destination brand value. Sensibility, descriptiveness and interestingness have significant effect on the lovemarks formation. Both brand value and lovemarks are found to affect relationship strength. The study further found that the rational factor has more influence on the brand value whereas the emotional factor has more influence on the lovemarks. The study made a theoretical contribution by examining whether tourism storytelling affects lovemarks and could boost relationship strength. The managerial implication of this study is that DMO should make efforts to form a lovemarks for tourism destinations.