The Power of Storytelling: How Goal Framing Inspires Responsible Travel

Storytelling is a powerful tool in marketing!

Specific goal framing in cause-related marketing – where messages are vivid, tangible, and detailed – elicits stronger feelings of empathy and drives prosocial behaviors. A recent study by Liu et al. (2024) highlight how goal framing can lead to increased willingness to donate or engage in sustainable tourism practices. This insight can help DMOs craft more effective marketing campaigns.

By telling compelling stories, using personalization and visual imagery, and fostering emotional connections with travelers, DMOs can apply goal framing to encourage responsible travel behaviors. Additionally, leveraging social media and emerging technologies like virtual reality can enhance the impact of these messages.

The study can be found here.

Liu, B., Moyle, B., Kralj, A., Chen, Y., & Li, Y. (2024). Cause-related marketing in tourism: how goal framing promotes consumer prosocial behaviours. Journal of Sustainable Tourism, 1–22. https://doi.org/10.1080/09669582.2024.2374360