A destination becomes a brand when it evokes emotions and when people talk about how the destination experience has changed their lives rather than about the specific features of the tourism services and the facilities.

When the story is really compelling and provides value to the audience, they are willing to read more chapters and continue living the experience thus becoming loyal followers and customers. To do so, the brand has to continue on weaving offline experiences to nurture the story creation, for it is crucial to work with an innovative mindset to keep on creating brand new experiences.

When we romanticize a travel experience, we move beyond the logical thinking into a mythical and emotional realm. This is the passion that more powerfully drives the travelers to visit a destination. Stories are to break through logic to desire, where the value of the experience exceeds the price and discomforts in overcoming. In that respect, film shooting in destinations has proved to be a very effective marketing, especially for first time visitors.

Did you ever visit a destination as a result of a book based or film based story?

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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