Does storytelling affect destination image, destination personality, and tourists’ behavioural intention?

Zahed Ghaderi*, Mohammad Javad Mahdavizadeh, Mojtaba Rajabi, C. Michael Hall

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Storytelling can be an effective strategy in shaping destination image and personality. Nevertheless, little research has examined the effect of this construct on destination image, destination personality, tourist attitudes and their behavioural intention. Based on a survey of 146 international tourists, the current study examines these relationships within the context of Iran. The results showed that storytelling has positive impacts on destination image, destination personality, and tourists’ behavioural intention. Storytelling also affects the destination image, destination personality and behavioural intention of men and women, and women reported higher scores than men. The findings provide significant insights into the potential role of storytelling as a destination marketing strategy, especially for destinations that may potentially previously been perceived negatively in some markets.

Original languageEnglish
Publication statusPublished - Mar 17 2023


  • Iran
  • Storytelling
  • behavioural intentions
  • destination image
  • destination personality

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Earth-Surface Processes

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