Unlocking the power of strategic communication: a deep dive into industrial tourism and engaging company openings

Abstract

Framing of the research: This paper investigates the role of strategic communication in industrial tourism, specifically focusing on how companies use storytelling during open-door events to shape visitor perceptions and influence their subsequent behaviors. Purpose of the paper: This paper aims to explore the potential of strategic communication in the context of industrial tourism open-door events, investigating how effective storytelling by companies can positively influence visitors’ perceptions. This, in turn, impacts their intentions to purchase, recommend, engage, and their overall satisfaction. Methodology: We employed a mixed-method approach to investigate the impact of storytelling ability (SA) on visitors’ perceptions during Open Factory 2022. This involved conducting qualitative interviews with company representatives and administering structured questionnaires to 233 event attendees. Findings: The analysis suggests that open-door events are valuable for companies to communicate their brand stories and enhance internal communication processes. Visitors who perceive companies positively during these events are more likely to make purchases and recommend products. Research limits: The research primarily focuses on B2B companies, which might limit the generalizability of the findings to a broader market context, particularly in understanding consumer behaviour typical of business-to-consumer (B2C) interactions. Additionally, reliance on self-reported data may introduce biases affecting the accuracy of our results. Practical implications: Our study highlights that companies can enhance their communication strategies during industrial tourism open-door events. Emphasising product history, quality, local ties, and the production process increases visitor engagement, satisfaction, and positive behavioural intentions. This approach boosts brand equity, trust, and credibility while promoting transparency and community involvement, encouraging positive word-of-mouth and potential purchase intentions. Social implications: The findings underscore the role of storytelling in fostering transparency and community involvement, which aligns with societal expectations for ethical and responsible business practices and contributes to a more socially responsible business environment. Originality of the paper: this research contributes to the literature by exploring the intersection of strategic communication and industrial tourism. It reveals how effective storytelling during open-door events positively influences visitor perceptions, engagement, and actions, shedding light on innovative communication approaches within this underexplored context. Future research should explore the impact of strategic communication in different contexts, including B2C interactions, and address the limitations of self-reported data by incorporating more objective measures. Additionally, longitudinal studies could provide deeper insights into the long-term effects of storytelling on visitor perceptions and behaviour.