Content Curation and Narrative Tourism Marketing

Abstract

This paper explores the communication features of content curation tools based on storytelling and content dissemination in social media from a tourist marketing perspective. Narrative structure of tourist information and self-referential memory stimulate empathy in readers towards the destination and influence their decisions when planning their holidays. Content curation tools integrate different services such as filtering, wrap up and publishing content that can be organized in a sequential form following episodic narratives to be diffused through social media. This fosters debate and conversation between the readers who will in some cases share the content inside their networks. Reactions can be tracked and followed by marketers to review their marketing strategies, to individuate stakeholders among readers and to collect feedback.