Transfer of values and wisdom. As traditional storytelling has done throughout the centuries, stories are conveyors of cultural values and wisdom. Stories illustrate the consequences of doing good versus the consequences of doing bad, teaching the rules of life that conform to popular wisdom. The compelling power of good stories is the best guarantor of effectively transferring both the community values and knowledge. This wisdom and value transfer could be the object of Storytelling training programs for school students, for instance.

Self-discovery and awareness. By sharing and listening to other people’s stories, participants have the opportunity to reflect on the reasons why things happened and the key learning outcomes they can take away from that experience. As introduced in previous sections, telling stories about our lives is also an opportunity to gain knowledge and awareness about who we have been, who we are and who we are to become. Personal story work is as much a creative process as it is a mindfulness development process.

This brings us emotional, intellectual and moral clarity to make important decisions and envision our possibilities. Again, to get the most of this process, it has to be carried out in a group, as it is by being listened to and by listening to other people’s comments that we gain such awareness. When we tell our story, we convey the kind of person we are as much as the tale itself. At this point, by listening to understand contrary points of view the teller gains maturity and awareness.

Healing personal traumas. The sole fact of being truly listened to when telling a personal traumatic story releases pain and changes people’s lives. Then, storing the trauma in a box called story helps the teller in stepping away from the trauma and regarding all the suffering from outside, as what happens when doing meditation. By telling the story, the teller releases all the negative energy and feelings that were kept inside, and this works like a magic healing therapy that helps to store the trauma in a corner of our memory and leave empty space for positive feelings and experiences to come in.

How do you think that these transformational powers may be applied to destination experiences?

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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