Storytelling training is the process through which stakeholders develop their storytelling skills to be fully empowered in telling stories about the destination. Creating compelling stories is an art for which special techniques need to be mastered, and special skills have to be developed.

For instance, to be compelling, the stories have to be real and driven by lesser known characters like any community member, so as to be regarded as a community symbol, a symbol of the collective power of consumers leveraged in networks in front of corporate giants. Furthermore, they should use metaphors such as balance, transformation, journey, container, connection, resource or control. Characters, plot and metaphors are the three components necessary to move people.

The destination’s communication platforms (website, Facebook page, etc.) should facilitate, encourage and reward tourists for sharing their experiences in the form of compelling stories. The Whitepaper “Marketing destinations through storytelling” is to explain all the details about this essential training process for successful storytelling.

Do you think that learning how to craft and tell a compelling story is an experience many people would like to live among the values driven individuals?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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