How Destination Narratives Influence Visit Intention

The competitive environment of the tourism sector requires new strategies for constructing engaging narrativesto stimulate interest, raise awareness and create an emotional connection with visitors, allowing for greater involvementthat can influence their visit to the destination. The conceptual model of this study aims to analyse how destinationnarratives promote the intention to visit, exploring the influence of narrative structure and immersion on tourists' positiveemotions, attitudes and behaviours. This study uses a quantitative approach based on structural equation modellingstructural equations using the AMOS software. Considering a sample of 901 respondents, this research allowed us toconclude that the narratives influenced positive emotions and attitudes towards regions, conditioning the intention to visitthe destination. In this way, this study brings contributions to academia and the professional world, as it allows for adeeper understanding of effective tourism marketing strategies and their practical implications.