Storytelling festival participation and tourists’ revisit intention

Sung-Hoon Ko; Ji-Young Kim; Yongjun Choi; Jongsung Kim; Hyun Chul Kang

doi:10.3389/fpsyg.2022.968472

Frontiers in Psychology (Sep 2022)

Storytelling festival participation and tourists’ revisit intention

Sung-Hoon Ko,
Ji-Young Kim,
Yongjun Choi,
Jongsung Kim,
Hyun Chul Kang

Affiliations

Sung-Hoon Ko: Graduate School of Education, Kyonggi University, Suwon, South Korea
Ji-Young Kim: Department of Business Administration, Hankuk University of Foreign Studies, Seoul, South Korea
Yongjun Choi: College of Business Administration, Hongik University, Seoul, South Korea
Jongsung Kim: College of General Education for Truth, Sincerity, and Love, Kyonggi University, Suwon, South Korea
Hyun Chul Kang: College of Creative Engineering, Kyonggi University, Suwon, South Korea

DOI: https://doi.org/10.3389/fpsyg.2022.968472
Journal volume & issue: Vol. 13

Abstract

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Storytelling is getting increasing attention as one of the effective strategies for revitalizing the local festivals and even regional economies. Yet, the mechanisms through how storytelling helps the success of local festivals are still relatively less known. Using the data from 322 individuals who participated in local festivals using storytelling, our results showed that local festival storytelling is positively related to tourists’ revisit intention. Furthermore, the positive relationship between local festival storytelling and tourists’ revisit intention was serially mediated by authenticity and positive emotion. Theoretical and practical implications are discussed.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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