Abstract:
Nowadays, influences of digital storytelling (DST) in social media to promote tourism and hospitality industry has shown much interest in industries and academia. However, many research have been conducted in the customer's perspective, but not from the service provider’s perception. Therefore, it has reflected that actions have been taken by service providers to measure influences of digital storytelling in social media to promote tourism and hospitality are limited. So, by analyzing contents in digital storytelling of service providers that the current research investigates how tourism industries can decide digital storytelling to promote their products and services. It has strongly shown that service providers in tourism and hospitality have not merely considered sell the products when using digital storytelling to market services, rather consider customer satisfaction, engagement, and brand awareness as the primary Return on Investment (ROI).
