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This study aims to tap into the storytelling’s effects of evoking personal and historical memories and their emotions on travelers’ intention to visit dark tourism sites.

An experimental study was performed. The authors created a story centered on dark tourism as their stimulus. The respondents received two stories in the form of printed ads. The presence and absence of a story character manipulated the stimulus. In addition to the experimental factors, four measurement constructs were included in the model: evoked historical memory, evoked personal memory, evoked emotion and intention to visit.

The results show that evoking historical and personal memories leads to traveler intention to visit the dark tourism sites whether or not the character is present or absent in the story. This study also reveals that only evoked personal memory positively affects individuals’ travel by evoking emotion. Furthermore, evoked historical memories also directly impact the evoke emotion, but only when the character is absent in the story.

This study has three limitations. First, the measurement of emotion in this study only refers to a general measurement and does not specify between negative and positive emotions. Second, the story in the current study only focuses on one example of a natural disaster. Third, this study only used students to represent Generation Z respondents, so it would be interesting if future research compared the results across different generations.

The use of a reflective narrative in storytelling can be one of the options. Marketers should be cautious when using a character when it comes to dark tourism as it might have a boomerang effect, making the destination becoming unattractive to travelers, particularly, if the story tells more about the historical side of dark tourism. Managers of tourist destinations can leverage past visitors to be brand ambassadors of a place since humans share knowledge and experiences through stories and anecdotes. These personal touches can lend the personal aspects of past visitors to current ones, which can evoke memories better than an official message from a tourism board.

This research investigates the role of storytelling in eliciting travelers’ memories and emotional responses and how this response eventually influences their intention to visit a dark-based destination.

The purpose of this paper is to investigate how monetary incentives foster purchase intention in WOM settings.

This study investigates offering mobile coupons as an incentive and word-of-mouth (WOM) tool. An empirical study compares achievable effects on WOM behavior in an Eastern cultural context, which an Indonesian sample represents, and in a Western cultural context, which a German sample of incentivized WOM represents.

Providing senders and receivers’ with differing incentives leads to German consumers having an unfavorable attitude toward such incentives, but not for Indonesian consumers. Furthermore, Indonesian consumers base their decision to redeem mobile coupons more on their personal judgment and their overall deal proneness, while German consumers rely on their personal judgment and on others’ opinion.

There is a need to explore more countries to enrich the Western and Eastern cultural perspectives.

Western firms should consider providing senders and receivers with the same incentives. Alternatively, a non-transparent strategy might be a solution. For firms located in Indonesia, or in other Eastern societies, the transparency of the provided incentives is not a main concern, because inequality is not a big issue in an Eastern society, while senders’ or receivers’ deal proneness character strongly influences their intention to redeem a coupon.

The use of a mobile coupon as a novel incentive and WOM tool.

This study examines the effectiveness of Zero-Contact Marketing that minimizes contact between employees and consumers in marketplaces by adopting an integrated research framework of motivation theory, servicescape model and the theory of reasoned action (TRA).

This study randomly collected 314 respondents through an online survey in May 2020 in South Korea. Structural equation modeling (SEM) assessed the overall hypothetical research model.

Zero-Contact Marketing facilitates the positive impacts of Korean consumers' motivations (intrinsic and extrinsic) and service environment on their word-of-mouth (WOM) intention to spread information about a store offering Zero-Contact Marketing service and the store revisit intention. In addition, consumers' attitude toward Zero-Contact Marketing and shopping pleasure (SPL) has stronger impacts on consumers' WOM intention than they do on the store revisit intention.

The limitation of this study lies in that the survey participants responded only in South Korea, which may lead to biased results. To provide a more generalized insight, this study should be extended by considering consumers in other countries, since many consumers around the world tend to minimize face-to-face interaction and avoid unnecessary interruptions under the current pandemic.

By minimizing the social interaction between employees and consumers, Zero-Contact Marketing may increase consumers' shopping satisfaction with free shopping moments and no disturbance, especially under the COVID-19 pandemic.

The findings provide theoretical contributions by empirically validating the effects of intrinsic and extrinsic motivations and service environment on consumers' internal and external responses in a Zero-Contact retail setting.