engleski

Organisational Culture: Using Storytelling as a key Element in Creating Tourism Product

Generally, in lots of places tourism is struggling with challenge to create new tourism product related to experience development. With today’s intent that tourism product nurtures humanity as market trend, give the place an authentic and memorable life and create highly customized and unique tourism products the purpose of this paper is to present how storytelling can be used in this process. Storytelling is usually seen as potent marketing tool, but in this paper we use storytelling to create a new product, as a strategic destination development tool. Newest tourists are seeking for authentic and unique emotions and experiences and this brings the complexity of creating a new tourism product. Storytelling can be a bond in creating tourism with benefits for everyone ; extend and diversity product offering to improve local yields and social value. One huge demand in creating such original tourism product is joint commitment of different stakeholder in creating and preparing a product. Absolutely necessary is springing new partnership with public authorities and creating proactive behaviours. In paper the table and field research were used with goal to analyse creation of selected tourism product as well as their impacts on the local space in the physical, social, economic and cultural aspect. In this study a semi-structured approach to the interviews was chosen. Case study approach is justified as attempt to understand one successful “living product”. Our analysis of Casanova Tour, as unique interactive walk, indicates basic preconditions of creating tourism product using storytelling. Further findings show us how storytelling content can be utilized in creative and unique tourism experiences and in development of “living culture” which is memorable and experiential. The background and findings are relevant to recognising storytelling as part of the wider creative economy. A greater understanding of the nature of storytelling in tourism products informs both education and practice.

storytelling, tourism product, creative tourism, living culture

nije evidentirano