Recherchers economiques manageriales
Volume 17, Numéro 2, Pages 189-208
2023-12-31
The Use Of Storytelling In Tourism Destination Promotion: 5 Successful Examples Around The World
Authors : Benaceur Fatima Zohra .
Abstract
This work focuses on storytelling as a destination marketing technique. Its purpose is to understand how storytelling can be used effectively in destination marketing to promote a destination and encourage travellers to visit it. Through documentary research, it was concluded that to succeed a storytelling action in the promotion of tourist destination, (03) essential keys must be integrated in the communication strategy of the company: 1/ Integrate strong emotions, 2/ Bet on the authenticity of the story told, 2/ Make the customer (the traveller) the hero of history.
Keywords
Tourist destination ; Destination marketing ; Promotion ; Storytelling
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