Storytelling festival participation and tourists' revisit intention

Sung-Hoon Ko; Ji-Young Kim; Yongjun Choi; Jongsung Kim; Hyun Chul Kang

doi:10.3389/fpsyg.2022.968472

Storytelling festival participation and tourists' revisit intention

Front Psychol. 2022 Sep 7:13:968472. doi: 10.3389/fpsyg.2022.968472. eCollection 2022.

Authors

Sung-Hoon Ko¹, Ji-Young Kim², Yongjun Choi³, Jongsung Kim⁴, Hyun Chul Kang⁵

Affiliations

¹ Graduate School of Education, Kyonggi University, Suwon, South Korea.
² Department of Business Administration, Hankuk University of Foreign Studies, Seoul, South Korea.
³ College of Business Administration, Hongik University, Seoul, South Korea.
⁴ College of General Education for Truth, Sincerity, and Love, Kyonggi University, Suwon, South Korea.
⁵ College of Creative Engineering, Kyonggi University, Suwon, South Korea.

Abstract

Storytelling is getting increasing attention as one of the effective strategies for revitalizing the local festivals and even regional economies. Yet, the mechanisms through how storytelling helps the success of local festivals are still relatively less known. Using the data from 322 individuals who participated in local festivals using storytelling, our results showed that local festival storytelling is positively related to tourists' revisit intention. Furthermore, the positive relationship between local festival storytelling and tourists' revisit intention was serially mediated by authenticity and positive emotion. Theoretical and practical implications are discussed.

Keywords: authenticity; local festival; positive emotion; revisit intention; storytelling.