{"title":"豪华酒店短视频叙事对酒店品牌态度的影响：叙事参与的中介作用","authors":"Xiaohong Wu, Ivan Ka Wai Lai","doi":"10.1002/jtr.70055","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>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.</p>\n </div>","PeriodicalId":51375,"journal":{"name":"International Journal of Tourism Research","volume":"27 3","pages":""},"PeriodicalIF":5.7000,"publicationDate":"2025-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of Storytelling in Luxury Hotel Short Videos on Hotel Brand Attitude: The Mediating Role of Narrative Engagement\",\"authors\":\"Xiaohong Wu, Ivan Ka Wai Lai\",\"doi\":\"10.1002/jtr.70055\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div>\\n \\n <p>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.</p>\\n </div>\",\"PeriodicalId\":51375,\"journal\":{\"name\":\"International Journal of Tourism Research\",\"volume\":\"27 3\",\"pages\":\"\"},\"PeriodicalIF\":5.7000,\"publicationDate\":\"2025-06-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Tourism Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/jtr.70055\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jtr.70055","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
The Influence of Storytelling in Luxury Hotel Short Videos on Hotel Brand Attitude: The Mediating Role of Narrative Engagement
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.
期刊介绍：
International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.
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