When crafting stories, the limits are our imagination, but to start with it is always helpful to have a set of ideas on what type of story we want to tell
Stories built to drive culture change need to consider some specific factors to ensure effectiveness, as they are to tackle a more complex challenge
As we identify the key success ingredients, we also define the guidelines for a compelling story plot
There are many ingredients to consider when creating a story to make it compelling: realism, plot, characters, suspense, etc. but beyond possible formulas, story crafting is an art!
Beyond attracting tourists, storytelling is also a powerful strategy to drive a culture change throughout the destination’s DMO and its stakeholders
Strategy planning is just a first step towards strategy execution: the KPIs tracking are to shape the other steps, indicating when and how should the strategy be reoriented
The development of a new marketing model requires new skills and knowledge, and therefore new human resources: there are some key positions to cover from the outset