As aforementioned, the new marketing turns from vertical to horizontal: consumers no longer trust the advertising messages from companies, but the stories that other consumers tell about their experience with the brand. Storytelling is the new marketing.
Tourism destinations approaching the “Vision of Tourism 3.0” intend to leverage the power of storytelling up to the utmost of its potential. By developing life-changing experiences, training stakeholders -not only tourists- to create and tell stories, and encouraging them to share their stories with the rest of the community, the destination creates the most compelling and effective marketing contents which ultimately draw the attention of an expanding community of mission driven tourists.
The Whitepaper “Marketing destinations through storytelling” explains the main steps for creating stories about the life-changing experiences lived in the destination, to orientate the training on this discipline for the destination stakeholders.
Beyond mission driven motivations, how do you think that stakeholders could be motivated to contribute in crafting stories about the destination?