Izvorni znanstveni članak
https://doi.org/10.20867/thm.30.2.1
Value-oriented storytelling: does it matter for destination performance?
Augusty Tae Ferdinand
orcid.org/0000-0002-8557-4462
; Diponegoro University, Department of Management
Yoseph Aldo Kresna Gunawan
; Diponegoro University, Department of Management
Suryono Budi Santosa
; Diponegoro University, Department of Management
Sažetak
Purpose - The present study aims to propose a conceptual model for the management of
destination marketing on the consumer side in order to fill a research gap in the literature
regarding the ability of experiential value quality to increase destination loyalty.
Design - The research, designed as a quantitative research, included data provided by 208
respondents related to culinary destination experience quality, value-oriented storytelling,
destination image, and destination loyalty.
Methodology - This quantitative study involved tourists visiting the culinary destination
of Semarang city in Indonesia. The data collected from 208 visitors were analysed using a
structural equation model (AMOS software).
Findings - The primary finding of the research emerged from the result of the serial mediation
hypothesis test, which stated that improving the quality of experience of a culinary destination
would enhance the effectiveness of value-based storytelling, which in turn would improve the
image of the culinary destination and strengthen the loyalty of the destination.
Originality- The originality of this research lies in the introduction of two new concepts
— first, the experiential quality of a culinary destination in two dimensions, hard-value
experience and soft-value recall, and second, the concept of value-based storytelling developed
as a perspective of service-dominant logic theory. We have integrated both concepts into a
conceptual model and successfully tested them with tourists in culinary destinations.
Ključne riječi
Culinary destination experiential quality; destination loyalty; value-oriented storytelling; destination image
Hrčak ID:
315401
URI
Datum izdavanja:
20.3.2024.
Posjeta: 139 *