A Study on the Effect of Storytelling Marketing on Brand Image, Perceived Quality, and Purchase Intention in Ecotourism

Abstract

Stories have been broadly applied to traditional marketing, attempting to arouse consumers’ affection to present empathy on the characters and plots in the stories and change consumer attitudes to achieve the marketing objective. Stories are easily memorized and would appear consonance. Planned storytelling marketing could create affection and infinite business opportunities as well as infinite value of brand to implant in consumers’ mind. From the aspect of storytelling marketing, this study intends to discuss ecotourists’ reaction to stories and understand the effect of emotional appeal to ecotourists by delivering external information to ecotourists. General people are distributed and collected the questionnaire on-site. Total 300 copies of questionnaire are distributed, and 282 valid copies are retrieved, with the retrieval rate 94%. The research results show significant effects of type of storytelling marketing on brand image, purchase intention, and perceived quality. According to the results to propose suggestions, it provides indicative reference for ecotourism businesses applying storytelling marketing to promote brand image and enhance consumers’ perceived quality and purchase intention.