How Destination Narratives Influence Visit Intention

Abstract

The competitive environment of the tourism sector requires new strategies for constructing engaging narratives
to stimulate interest, raise awareness and create an emotional connection with visitors, allowing for greater involvement
that can influence their visit to the destination. The conceptual model of this study aims to analyse how destination
narratives promote the intention to visit, exploring the influence of narrative structure and immersion on tourists' positive
emotions, attitudes and behaviours. This study uses a quantitative approach based on structural equation modelling
structural equations using the AMOS software. Considering a sample of 901 respondents, this research allowed us to
conclude that the narratives influenced positive emotions and attitudes towards regions, conditioning the intention to visit
the destination. In this way, this study brings contributions to academia and the professional world, as it allows for a
deeper understanding of effective tourism marketing strategies and their practical implications.