Advancing consumer behaviour theory in tourism via visual narrative art

This paper advances (i) propositions of consumer behaviour theory in tourism via storytelling theory and (ii) skills in decoding elements and subtle details that appear in ‘good stories’ versus not‐so‐good stories within travel contexts. The present paper presents a set of iconic story symbols for use in decoding stories and shows how to use these tools for decoding tourism‐related narratives. Practice using these visual iconic symbols in decoding stories achieves effective storytelling learning via cognitive sculpting; that is, learning improves from moving and arranging (sculpting) potentially three‐dimensional story or electronically movable icons while talking or writing narratives. Copyright © 2009 John Wiley & Sons, Ltd.     

金庸小说的悲剧艺术

金庸小说的悲剧艺术相通于世界，又极具民族与个性特色。其类型大致有英雄悲剧、家庭悲剧、小人物悲剧和命运悲剧四种。悲剧成因多数来自于人的自身，悲剧主角不存在好坏的截然分野，悲剧冲突各有合理性与片面性，悲剧结局具备民族与文体特征。对于最后一点，文章从“大团圆”“庄与谐”“意象化”三个方面进行了分析。     

Customizing a consumers’ story for you: The impact of protagonist geographical distance on willingness to share

Consumers' stories, which reveal the interactions between consumers and brands from the perspective of consumers, are increasingly prevalent in advertisements and service communications. Although previous research has explored the impact of consumers' story plots, elements, types, and endings on story effectiveness, the connection between the audience and story protagonist is often of greater concern to consumers. This study examines how the geographical distance between audiences and consumers' story protagonists can prompt audiences to share a consumers' story. A dataset was collected from leading social platforms, and four scenario–based experiments were conducted, which demonstrated that the geographical distance between the protagonist and audience enhanced audience–protagonist similarity and interpersonal identity leading to a more positive willingness to share the story. Additionally, the effect of geographical distance on willingness to share is stronger when the story is based on true events; this effect is attenuated when the story is fictitious. The findings provide a proximal protagonist that advertisers can use in a story to prompt audiences to share consumers’ stories.