Despite the effectiveness of the conventional marketing tools such as the booking websites and collaborative platforms, marketing innovation is attainable to all business -no matter their size- and it pays off! It is all about imagination.
Considering clusters as tourism destinations, there are many possible sources of cluster based competitive advantages, many of which are up to operators and destination planners.
Beyond increasing value and reducing efforts, there may be cross destination programs to enhance the entire marketing system
Brand related values are those that are central to the destination brand definition, mostly related to its character or personality
The product and targeting strategies determine what kind of activities will be developed and what kind of tourists will the destination receive, and therefore an essential part of the destination image
When communicating, images and sound around the story are key elements to help the audience get immersed within the story
Emotions and turning points are the soul of the story and therefore it is essential to identify them all in order to make it an effective marketing tool
To facilitate and orientate unexperienced storytellers on how to write their stories about the destination, it is necessary to train them and provide them with a Story style guide