Storytelling in the context of destination marketing: an analysis of conceptualisations and impact measurement
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Strategic Marketing"
DOI: 10.1080/0965254x.2018.1464498
Abstract: Abstract Storytelling has become an integral part of communication strategies in the tourism industry in order to promote and differentiate destination brands online. Despite increasing investments in destination branding since the 1990s, few studies have… read more here.
Keywords: marketing; storytelling context; context destination; destination marketing ... See more keywords