The Effect of Travel Storytelling on Corporate-based SNS on Value and Travel Experience Satisfaction

The purpose of this study is to investigate how travel storytelling on corporate-based SNS affect tourists’ perceived value and their travel experience satisfaction. This study sought to suggest the basics of theory to investigate the characteristics and core components of stories that could affect tourists’ perceived value and travel experience satisfaction. Data were collected from 230 tourists who had experiences of travel storytelling about the Seoul sightseeing spot. The results indicated that the elements of travel storytelling on corporate-based SNS of ‘Design,’ ‘Narrative structure,’ ‘Empathy,’ and ‘Interest’ can indirectly influence the travel experience satisfaction through tourists’ perceived value (emotional value and social value). In particular, ‘Empathy’ was identified to have the strongest direct effect on perceived value. Also,it was found that social value rather than emotional value has a greater impact on tourist experience satisfaction. This result contributes to understanding travel storytelling adoption in tourism industry and developing more creative content products that can increase tourist’s perceived value and satisfy their travel experiences.