Building interactivity into online destination stories

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Abstract

Stories enable destinations to build a stronger connection and a better understanding of the destination. Recent research suggests that integrating interactivity into destination stories can enhance online information by providing a sense of control to the customer which then strengthens existing emotional connections with the destination. This study builds on this research by examining the role (mediating vs moderating) of interactivity in online destination stories on perceived control, emotions raised, and attitudes towards the destination. The results of the study indicate that is a strong moderator wherein a higher level of interactivity provides a significantly higher level of emotional arousal, which in turn, leads to more positive attitudes toward the website of a destination as well as intention to visit the destination. These findings suggest that interactive storytelling is a powerful tool for destination marketing and therefore new systems need to be developed to support their design and implementation.

 

Building interactivity into online destination stories

Stories enable destinations to build a stronger connection and a better understanding of the destination. Recent research suggests that integrating interactivity into destination stories can enhance online information by providing a sense of control to the customer which then strengthens existing emotional connections with the destination. This study builds on this research by examining the role (mediating vs moderating) of interactivity in online destination stories on perceived control, emotions raised, and attitudes towards the destination. The results of the study indicate that is a strong moderator wherein a higher level of interactivity provides a significantly higher level of emotional arousal, which in turn, leads to more positive attitudes toward the website of a destination as well as intention to visit the destination. These findings suggest that interactive storytelling is a powerful tool for destination marketing and therefore new systems need to be developed to support their design and implementation.