JOURNAL ARTICLE

The Influence of Storytelling in Luxury Hotel Short Videos on Hotel Brand Attitude: The Mediating Role of Narrative Engagement.

  • Published In: International Journal of Tourism Research, 2025, v. 27, n. 3. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Wu, Xiaohong; Lai, Ivan Ka Wai 3 of 3

Abstract

This study applies narrative transportation theory to explore how narrative storytelling in luxury hotel short videos influences viewers' narrative engagement and attitude towards the hotel brand via two studies. Study 1 employs a single‐factor between‐subjects experiment to investigate the influence of narrative content (utilitarian value‐oriented vs. hedonic value‐oriented) on hotel brand attitude through narrative engagement. Study 2 adopts a between‐subjects experimental design with a 2 × 2 factorial structure to investigate the interaction effect of narrative content (utilitarian value‐oriented vs. hedonic value‐oriented) and narrative point of view (first‐person vs. third‐person) on narrative engagement and hotel brand attitude. The results indicate that compared to utilitarian value‐oriented content, hedonic value‐oriented content elicits a higher level of narrative engagement and positively affects viewer attitude towards the hotel brand. Furthermore, the narrative point of view moderates the effect of narrative content on narrative engagement and hotel brand attitude. [ABSTRACT FROM AUTHOR]

Additional Information

  • Source:International Journal of Tourism Research. 2025/05, Vol. 27, Issue 3, p1
  • Document Type:Article
  • Subject Area:History
  • Publication Date:2025
  • ISSN:1099-2340
  • DOI:10.1002/jtr.70055
  • Accession Number:186223614
  • Copyright Statement:Copyright of International Journal of Tourism Research is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.