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Keywords: Narrative paradigm theory
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Journal Articles
International Journal of Contemporary Hospitality Management 1–23.
Published: 07 July 2026
...Qingyan Zheng; Dan Wang; Soey Sut Ieng Lei; Wei Li Purpose Storytelling is central to hospitality marketing, yet its role in corporate social responsibility ( CSR ) communication remains insufficiently theorized. Drawing on narrative paradigm theory and structural narratology, the purpose...
Includes: Supplementary data
