Storytelling in destination brand communication: A qualitative analysis

Abstract

Stories help consumers to make sense of the product and/or services in marketing and branding. Especially in tourism, storytelling is an effective channel for destination brand communication. Stories are powerful because they turn myths into tangible consumer experience creators; they provide insights and encourage learning. Tourists have always needed myths-stories with attractive plots and characters to make sense of the tourism destination. So it's important to have portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. In this paper, certain stories derived from a formerly conducted research about a city destination were investigated. Data were derived from the stories by using qualitative approach based on content analysis. Word counting, classification and labeling techniques were utilized. The analyses yielded plots, themes that were connected with the destination brand. The plots/themes included wide range of linkages reflects positive and/or negative sentiments. Also various attractive characters, places, beliefs, phenomenon, experience etc. were raised related with the destination brand as a result of analyses. After all, " Objects " and International Interdisciplinary Business-Economics Advancement Journal ISSN: 2375-9615 64 " locality " themes put forward. The results have represented a concentrated summary of the meanings subject to able to use in destination brand communication utilizable by tour guides, destination developers, marketers and brand managers. Introduction Strategically structured and succesfully activated destination branding application supports value, reputation and competitive power of any destination. A destination brand includes tangible and intangible qualities that create brand value. This is important to show both how a destination functions and how it is perceived, externally and internally. Besides tangible qualities like natural beauties, historic places, monuments, etc.; intangible qualities like stories makes destination brand different, valuable and positively perceived as well. The purpose of this paper is to investigate how stories related with a destination by effecting the destination brand development and brand communication. The paper presents the results of qualitative analysis on the issue of destination stories in Turkey and a case study regarding a significant experience of destination brand communication in Adana city.