Zohry, M., Saleh, A., Ibrahim, M., Fawzy, S. (2021). The Impact of Storytelling on the Intentions of Egyptian Restaurant Customers. test, 2(3), 159-194. doi: 10.21608/kjao.2021.193075
Mohammed Abd El-Fattah Zohry; Ahmed Saleh Saleh; Mohammed Alaa Ibrahim; Shaimaa Ali Fawzy. "The Impact of Storytelling on the Intentions of Egyptian Restaurant Customers". test, 2, 3, 2021, 159-194. doi: 10.21608/kjao.2021.193075
Zohry, M., Saleh, A., Ibrahim, M., Fawzy, S. (2021). 'The Impact of Storytelling on the Intentions of Egyptian Restaurant Customers', test, 2(3), pp. 159-194. doi: 10.21608/kjao.2021.193075
Zohry, M., Saleh, A., Ibrahim, M., Fawzy, S. The Impact of Storytelling on the Intentions of Egyptian Restaurant Customers. test, 2021; 2(3): 159-194. doi: 10.21608/kjao.2021.193075

The Impact of Storytelling on the Intentions of Egyptian Restaurant Customers

المجلة العربية لعلوم السياحة والضيافة والآثار
Article 8, Volume 2, Issue 3, September 2021, Pages 159-194    PDF (1012.14 K)
Document Type: المقالة الأصلية
DOI: 10.21608/kjao.2021.193075
Authors
Mohammed Abd El-Fattah Zohry1; Ahmed Saleh Saleh2; Mohammed Alaa Ibrahim3; Shaimaa Ali Fawzy2
1Associate Professor, Department of Hotel Studies Faculty of Tourism and Hotels - Mansoura University
2Associate lecture, Department of Hotel Studies Faculty of Tourism and Hotels - Mansoura University
3Demonstrator, Department of Hotel Studies Faculty of Tourism and Hotels - Mansoura University
Abstract
This research aims to examine the impact of storytelling on the intentions of Egyptian restaurant customers and examine how customers perceive storytelling at the restaurant. Restaurants use storytelling to emotionally connect with customers, highlight their strengths, preserve their great image, and reinforce their strengths while minimizing their weaknesses. For achieving the research aim, an electronic questionnaire was designed and distributed to a random sample of customers in Egyptian restaurants. Participants received information to examine the effects of storytelling and to evaluate their purchasing intentions towards restaurant stories using a five-point Likert scale, which 396 responses were received and valid to analyze by SPSS V.25. Results indicated that investigated customers have sufficient awareness of restaurant storytelling. With regard to analyze customers’ intentions towards storytelling, the majority of customers are aware of storytelling concept and intend to go to a restaurant that uses this perspective, which the average of respondents’ answers was agree in some statements. Based on the results, some recommendations have been proposed, "Training employees on how to use the marketing storytelling perspective" and also It is recommended that the restaurant management be hired in officials or marketing personnel who have sufficient experience with the concept of storytelling.
 
Keywords
Storytelling; Consumer Perception; and Behavior; Consumption Value; Purchasing Intention; Egyptian Restaurant
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