The effects of empathy and persuasion of storytelling via tourism micro-movies on travel willingness

ABSTRACT

Domestic and foreign tourism marketing has adopted micro-movies as a new tourism information communication media in recent years. A tourism micro-movie compiles the story content to include the scenic spots and characteristics of travel destinations, thus enabling viewers to resonate with the leading characters and story plots when watching the micro-movie. Therefore, this study investigates tourism micro-movies and analyzes whether the empathy and persuasion developed by the story plots in viewers when watching them will affect their attitude and response to travel destinations and further induce their travel willingness.

KEYWORDS:

• Micro-movie
• story content
• empathy
• persuasion
• viewer response
• cognition
• travel destination
• travel willingness
• Penghu
• Taiwan

Disclosure statement

No potential conflict of interest was reported by the authors.