Publication: El Storytelling en la marca de destinos turísticos: el caso de Girona
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Date
2020
Authors
Camprubí, Raquel ; Planas, Cèlia
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Publisher
Universidad de Murcia. Servicio de publicaciones
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DOI
https://doi.org/10.6018/turismo.451841
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info:eu-repo/semantics/article
Description
Abstract
El storytelling como estrategia para transmitir los valores e identidad de una marca ha adquirido importancia en los últimos años, pero aún hay poca literatura que desarrolle este concepto entorno a los destinos turísticos. Este artículo pretende analizar las potencialidades y uso del storytelling en un destino turístico a través de relatos y leyendas tradicionales. Las leyendas de la ciudad de Girona (España) se utilizaron como caso de estudio. Los resultados ponen en evidencia que, a pesar del potencial de las leyendas, actualmente no se está explotando adecuadamente.
Storytelling as strategy to transmit values and identity of a brand has acquired relevance during the last years. However, this concept is already relatively underdeveloped in academic literature on tourism destinations. This paper aims to analyze storytelling potentialities and use in a tourism destination trough traditional stories. Legends of the city of Girona (Spain) have been chosen as a case study. Results demonstrated that legends of the city have the potential to develop a storytelling strategy, but this potential is not used properly.
Storytelling as strategy to transmit values and identity of a brand has acquired relevance during the last years. However, this concept is already relatively underdeveloped in academic literature on tourism destinations. This paper aims to analyze storytelling potentialities and use in a tourism destination trough traditional stories. Legends of the city of Girona (Spain) have been chosen as a case study. Results demonstrated that legends of the city have the potential to develop a storytelling strategy, but this potential is not used properly.
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Storytelling , Leyendas , Branding , Marca , Destino turístico , Storytelling , Legends , Branding , Brand , Tourism destination
Citation
Cuadernos de turismo, nº 46 (2020)
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