Flying on a Magic Carpet: A Storytelling Perspective with IT Mindfulness in Dubai’s Air Taxi Tours
基于消费者叙事理论，研究了在迪拜空中出租车旅游中运用叙事（如阿拉丁飞毯故事）如何通过叙事处理和情感影响提升游客的预期游戏化体验，并发现IT正念和飞行恐惧的调节作用。
The market for air taxis in tourism mobility is emerging. However, there is a limited understanding of how air taxis can be adopted to enrich tourism experiences. Based on the consumer storytelling theory, this study proposes a novel scenario of utilizing storytelling for air taxi tours in Dubai. This scenario depicts air taxi tours as flying on a magic carpet, like Aladdin. With survey responses collected in Dubai, this study confirmed that narrative processing of storytelling can directly enhance tourists’ expected gamification or indirectly through storytelling-caused affect . The positive relationship between storytelling-caused affect and expected gamification was weaker when somatic fear of flying was high compared to when it was low. Moreover, tourists’ expected gamification improved storytelling-caused intention , which can be strengthened by the moderating role of tourists’ IT mindfulness . Theoretically, this study integrated storytelling with gamification, highlighting the importance of considering tourists’ IT mindfulness in technology-mediated tourism mobility.