« ON A VOYAGÉ POUR VOUS! »: EXPLORATORY STUDY OF THE ROLE OF STORYTELLING WITHIN VIRTUAL COMMUNITIES ON THE ONLINE VALUE CO-CREATION

Arij Jmour

Abstract


Storytelling is recognized as a catalyst for tourism development. It is a marketing tool that will contribute to the influence of the destination. By mobilizing the theory of image transfer, the objective of this paper is to examine the determinants of storytelling within consumer communities on the co-creation of value in the era of a pandemic. An exploratory qualitative study by non-participant observation and the critical incident method with 10 narrators who have already carried out storytelling was conducted. The results clarify that five determinants explain the adoption of storytelling tourists within the virtual community, such as helping and influencing others, citizenship, entertainment, satisfaction and community engagement. Moreover, this technique has a positive effect not only on the co-creation of value between the destination and the tourist but also between tourists.

 

Le storytelling est reconnu comme un catalyseur de développement touristique. Il s’agit d’un outil de marketing qui contribuera au rayonnement de la destination. En mobilisant la théorie du transfert d’image, l’objectif de ce papier est d’examiner les déterminants du storytelling au sein de communautés des consommateurs sur la co-création de la valeur à l’ère d’une pandémie. Une étude qualitative exploratoire par l’observation non participante et la méthode de l’incident critique auprès de 10 narrateurs qui ont déjà effectué des storytelling a été conduite. Les résultats clarifient que cinq déterminants expliquent l’adoption des touristes de storytelling au sein de la communauté virtuelle tels que l’aide et l’influence des autres, la citoyenneté, le divertissement, la satisfaction et l’engagement communautaire. De plus, cette technique a un effet positif non seulement sur la co-création de la valeur entre la destination et le touriste mais aussi entre les touristes. Originalité/valeur : Cette étude met en évidence le phénomène de storytelling dans le tourisme pour les jeunes touristes. Leur contribution est importante sous forme de créativité et d'innovation et en intégrant ces jeunes touristes dans le processus de prise de décision. Ils garantissent leur capacité à participer et à concevoir, ce qui se traduit par un engagement envers le fournisseur de services.

 

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Keywords


storytelling; destination marketing; value co-creation; the virtual community; the critical incident technique / le storytelling ; le marketing de destination ; la co-création de la valeur ; la communauté virtuelle ; la technique de l’incident critique

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References


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DOI: http://dx.doi.org/10.46827/ejmms.v10i2.2094

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