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What is Story-Adjacent Experience

Chapter 5
Global Perspectives on Strategic Storytelling in Destination Marketing
An attraction that is influenced by its location in a theme park to be part of a structured narrative.
Published in Chapter:
From Story-Based to Story-Interactive Experiences: Layers of Narrative Application in Theme Parks and Attractions
Carissa Baker (University of Central Florida, USA)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-6684-3436-9.ch005
Abstract
Storytelling has been one of the defining attributes of the theme park industry. This chapter describes the strategic storytelling present in theme parks, one of the most popular visitor attraction sectors globally. It posits four types of story-connected layers present in theme parks: story-based experiences, story-adjacent experiences, story-driven experiences, and story-interactive experiences. Each of these layers provides narrative connections with visitors and enhances positive outcomes such as visitation, revenue, revisit intention, and brand loyalty. The chapter notes the value of utilizing strategic storytelling to stage impactful experiences and suggests narrative strategies that can be applied in multiple tourism contexts.
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