Creative storytelling for tourism audience development

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Creative Storytelling for Tourism Audience Development, mutual understanding, inclusion and sustainability
Drawing on the literature on storytelling as well as theory on creative economy, platform and transformation economy, the study develops a model for applying creative storytelling to tourism audience development improving the sustainability, mutual understanding and civic engagement between all stakeholders, local inhabitants and tourists, inclusion and competitiveness of the destination.

This model is based on establishing a Destination Storytelling Stakeholders Network (DSSN) in which stakeholders from tourism, both private and public, are to be represented together with actors from creative industries, ICT, researchers, scientific, artists and local inhabitants. The DSSN will consists of a web 3.0 platform and will combined both offline workshops, trainings and symposiums and online webinars, contests and social media campaigns in order to explore the identity of the destination and identify themes to create the storyline through an iterative process. The second part of the model is the Destination Storytelling Process that guides the DSSN through several iterative stages to build a robust storyline for the destination: SWOT analysis, audience research, creative thinking and open innovation, narrative conceptualization, commercialization, transmedia dissemination, audience engagement and evaluation.

Creative storytelling offers multiple benefits for tourism destination development, such improving the destination image, competitiveness and sustainability by contributing to reduce seasonality; it is a factor for job creation and of higher quality and stability, promoting training, attracting creative talent and harnessing entrepreneurship. It generates an explorative scenario in which both local inhabitants and tourists can discover the destination multiple dimensions through different narratives on culture, traditions, nature, sport, history, gastronomy, etc. It stimulates also a dialogue among the audience, promoting their own content creation that they can share using proposed hashtags on social media, taking an active role in shaping the destination narrative.
Pillar of Action: Inclusive and sustainable economic growth, Social inclusiveness, employment and poverty reduction, Resource efficiency, environmental protection and climate change, Cultural values, diversity and heritage, mutual understanding, peace and security

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