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http://dx.doi.org/10.15207/JKCS.2020.11.6.127

An Analysis of the Intention of purchase and word of mouth to Tourism Monuments in Busan Using Storytelling Convergence Technique  

Lan, Ming (Visual design, Pukyong University)
Jang, Chung-Gun (Visual design, Pukyong University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.6, 2020 , pp. 127-135 More about this Journal
Abstract
Busan is a world-class tourist city representing Korea, and more professional storytelling is needed in the development and promotion of products. The purpose of this study is to convey the image of Busan using storytelling techniques to foreigners, and then examine the correlation between the intention of purchase and oral intention of the related tourist souvenirs. A survey of 162 foreigners was conducted. The results showed that storytelling exposure and visiting experience on tourist sites and the design of tourist products have a certain correlation between the intention of purchase and oral intentions. Attractive souvenir design, visiting experience in the region and storytelling in the area involved are expected to contribute positively to the revisit of foreign tourists and the attraction of potential tourists. This study is meaningful in that it provides a new direction for promoting Busan tourism products, and in the future, the district will conduct additional verification for tourism cities other than Busan to verify the research hypothesis extensively.
Keywords
Convergence; Designing tourist souvenirs; Storytelling; Purchasing intent; Intent of word-of-mouth;
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