Keywords: Positive word-of-mouth
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Journal Articles
Consumer Behavior in Tourism and Hospitality 1–16.
Published: 22 September 2026
...José Antonio Larco; Romina Viñas; Kunpeng Li; Amir Gharehgozli Purpose This study aims to investigate how integrating storytelling into tourism guide services influences customers’ positive word-of-mouth ( PWOM ). It also examines whether storytelling shapes how customers integrate episode...

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