STORYTELLING IN TOURISM DESTINATIONS BRANDING: THE CASE OF GIRONA
Abstract
Storytelling as strategy to transmit values and identity of a brand has acquired relevance during the last years. However, this concept is already relatively underdeveloped in academic literature on tourism destinations. This paper aims to analyze storytelling potentialities and use in a tourism destination trough traditional stories. Legends of the city of Girona (Spain) have been chosen as a case study. Results demonstrated that legends of the city have the potential to develop a storytelling strategy, but this potential is not used properly.
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