A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions

Objectives: This study targeted foreigners who have visited key tour destination in Seoul and surveyed. With surveyed date, regression analysis is used to find out the effects. Methods: To find out effectiveness of tourism storytelling influencing on destination brand value and tourist behavioral intentions. Findings: The result of regression analysis showed that tourism storytelling has positive effects on tourism brand value in understandability, interestingness, educability, uniqueness and sensibility. It also showed that the tourism brand value has effects on tourist behavioral intentions. As drawn out, tourism storytelling have positive effects on tourist behavioral intentions in understandability, interestingness, educability, uniqueness and sensibility. Applications: These finding concluded that it is important to tell a story such as culture and history of tourism destination to foreigner tourist to make the destination attractive.