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Empowering the new traveller: storytelling as a co-creative behaviour in tourism

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  • Rebecca Pera

Abstract

The work proposes a theoretical and empirical model that investigates how storytelling is a powerful co-creative behaviour in tourism. The contribution takes a step forward from the classical theories on co-creation and develops the case where consumers act almost independently from traditional brands. The empirical study adopts an interpretive approach to analyse online travel reviews. Data are interpreted through Yi and Gong's model on consumer value co-creation behaviour [(2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66, 127], the Phase dynamics theory of travel epiphany behaviour [Woodside, A. G., & Megehee, C. M. (2010). Advancing consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research, 12(5), 418–431], and the Archetype theory [Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research. Psychology & Marketing, 25(2), 97–145]. The study indicates that storytelling behaviours in value co-creation activate a ‘customer delight' response, which is an affect-based construct.

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  • Rebecca Pera, 2017. "Empowering the new traveller: storytelling as a co-creative behaviour in tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(4), pages 331-338, March.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:4:p:331-338
    DOI: 10.1080/13683500.2014.982520
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    Cited by:

    1. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    2. Wenkun Zhang & Yanan Wang, 2023. "An empirical study of the impact of metaverse storytelling on intentions to visit," Information Technology & Tourism, Springer, vol. 25(3), pages 411-432, September.

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