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    Narrative Transportation's Role in Shaping Travel Intentions: A Study on Persuasiveness and Net Zero Commitments

    Access Status
    Fulltext not available
    Embargo Lift Date
    2027-02-11
    Authors
    Chang, Chee Heng
    Date
    2025
    Supervisor
    Goi Chai Lee Goi
    Andreas Zins
    Adamu Abbas Adamu
    Type
    Thesis
    Award
    MPhil
    
    Metadata
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    Faculty
    Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/97133
    Collection
    • Curtin Theses
    Abstract

    This thesis investigates the role of narrative transportation in shaping travel intentions, with a focus on persuasiveness and net-zero commitments. The study addresses the problem of ineffective marketing strategies for cultural heritage destinations in Malaysia, which face challenges in promoting lesser-known cultural heritage sites. This research contributes to the practical by developing a comprehensive conceptual framework, serving as guidelines for destination marketing organisations to implement digital storytelling effectively.

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