An organization that promotes a location as an attractive travel destination. It is the backbone of a tourism destination as it promotes destinations, attracts visitors, and develops the local economy. These organizations have local knowledge, expertise, and resources needed in designing and implementing events, tours, transportation, and logistics.
Published in Chapter:
Promoting Tourism Destinations Through Storytelling
Emmanuel Nii-Ayi Solomon (Accra Technical University, Ghana), Lorna Kankor Adu-Debrah (University of Ghana, Ghana), and Stephen Mahama Braimah (University of Ghana, Ghana)
Copyright: © 2022
|Pages: 19
DOI: 10.4018/978-1-6684-3436-9.ch007
Abstract
Tourism destinations must be encouraged to tell their stories and share them with visitors. The objective of this study is to, firstly, increase the understanding of the role of storytelling in tourism destination promotion and, secondly, to ascertain the impact of storytelling on tourism destination promotion. In this chapter, tourism destinations are approached through the intriguing stories that are told about them. Stories have the potential to enhance and promote the qualities of a destination; hence, the chapter discusses the potential of storytelling as a strategic tool in “wrapping” or promoting destinations. It also provides the platform for discussion between various stakeholders at the destination in finding creative ways of promoting the destination. This chapter also discusses place storytelling and emphasises its relevance in promoting tourism destinations, and how stakeholders such as tour guides are employed as storytellers to promote key attributes of the destination.