No Story Without a Storyteller: The Impact of the Storyteller as a Narrative Element in Online Destination Marketing
研究比较了第一人称与第三人称讲述者在目的地品牌故事中的效果，发现第一人称讲述者能显著提升社交媒体互动、目的地品牌形象和游客访问意愿，并揭示了叙事传输和社会存在感的中介作用。
Storytelling constitutes a promising tool in destination brand communication. Yet, although it also emerged as an important research field, studies on how individual story elements impact story persuasiveness are scant. This study investigates the impact of the storyteller as a narrative element (third person vs. first person) on tourist response. Findings show that first-person compared to third-person storytellers significantly increase engagement on social media, destination brand image, and tourist visit intentions. They further foster narrativity and social tone of text as well as tourist perceptions of narrative transportation and social presence. Processes of narrative transportation and social presence explain the effects of the storyteller on destination brand image and tourist visit intentions. Overall, the study expands our theoretical knowledge about organizational storytelling and supports destination managers in the design of effective destination brand stories.