THE PSYCHOLOGICAL IMPACT OF EMOTIONAL BRANDING AND STORYTELLING ON TRAVEL DECISION-MAKING AND BRAND PERCEPTION AMONG GENERATION Z

Authors

DOI:

https://doi.org/10.4316/efj.v15i2.3106

Abstract

This paper examines how emotional branding and storytelling influence consumer behaviour, perceived memorability, and travel decision-making among Generation Z in the tourism sector. Using data from Gen Z respondents who evaluated emotional and non-emotional scenarios of two destinations (Mavrovo and Bansko), this study used descriptive statistics, repeated-measures ANOVA, paired-samples t-tests, and Pearson correlations to analyse differences in engagement and behavioural intention. Results indicate that emotional storytelling significantly enhances memorability, perceived engagement and likelihood to choose the destination. Correlations further reveal strong positive relationships among storytelling perceptions, authenticity, emotional connection, and booking intention. The study advances Narrative Transportation Theory by demonstrating that emotionally immersive destination narratives activate dual processing mechanisms, simultaneously enhancing affective resonance and cognitive elaboration which jointly strengthen self-congruity perceptions and behavioral intentions among digitally native consumers.

Author Biographies

Marija Adjiev, University American College Skopje

Marija Adjiev is a marketing specialist and a Teaching Assistant at University American College Skopje, where she assists in teaching several courses courses from the fields of marketing and management. A proud University American College Skopje alumna, she graduated in 2023 with a degree in Marketing, earning the Cum Laude award for academic excellence and finished her Master’s degree in 2025. Beyond academia, Marija has actively participated in EU-funded, contributing to research and innovation in sustainable business practices. She has also been recognized for her outstanding academic achievements, receiving the Delta Mu Delta Pi Alpha Chapter award for exceptional scholastic performance. Passionate about digital marketing and consumer psychology, Marija is dedicated to continuous learning and exploring new trends in the field of marketing. Moreover, she enjoys collaborating on projects that drive innovation and sustainability in various industries, that promote strategic thinking, team work and leadership skills.

Ana Tomovska Misoska, University American College Skopje

Ana Tomovska Misoska, PhD is a Professor and Vice-Rector for Research and International Collaboration at University American College Skopje. She obtained her doctorate from Queen’s University Belfast. She has been involved in a number of research projects and has a number of international publications. She works in exploring identity, values, leadership, organizational culture and alignment as well as entrepreneurial intentions. She is a Country representative for Global University Entrepreneurial Spirit Students’s Survey (GUESSS) and is a co-holder of the only social science patent in the country for a procedure for measuring organizational alignment Vox Organizationis.

Elena Gjorevska, University American College Skopje

 

      Elena Gjorevska is a university professor specializing in marketing, e-business, innovation, and digital transformation. Deeply committed to enhancing the student experience, she integrates innovative teaching methods, experiential learning, and real-life company collaborations into her courses. Her academic interests span marketing and digitalization, entrepreneurial orientation and digital ecosystems. Beyond academia, Elena is actively involved in applied research and entrepreneurial initiatives, bringing practical industry insights into the classroom. She also manages a private nursing home, where she applies principles of strategic management, service excellence, and customer-centered care. Passionate about the role of technology in shaping future industries, she frequently explores the applications of AI, VR, and deep-tech solutions in business and society. Elena is dedicated to fostering international collaboration among marketing researchers and promoting innovative, digitally-driven approaches to teaching, learning, and entrepreneurship.

Ivona Mileva, University American College Skopje

Currently serving as a Member of the University Senate and Assistant Professor at the University American College Skopje in North Macedonia, Ivona Mileva , PhD brings almost a decade of experience in academia. With expertise in management and organizational behavior, she has held various roles including Head of Business Administration and Economics Department and Chief Academic Officer. She is also dedicated to continuous learning, holding certificates from esteemed institutions and serves as an ACBSP evaluator. Her research, focusing on management and organizational behavior, is widely published, contributing significantly to her field.

Published

24.05.2026

How to Cite

Adjiev, M., Tomovska Misoska, A., Gjorevska, E., & Mileva, I. (2026). THE PSYCHOLOGICAL IMPACT OF EMOTIONAL BRANDING AND STORYTELLING ON TRAVEL DECISION-MAKING AND BRAND PERCEPTION AMONG GENERATION Z. Ecoforum Journal, 15(2). https://doi.org/10.4316/efj.v15i2.3106

Issue

Vol. 15 No. 2 (2026)

Section

Management, Marketing and Business Administration

License

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