Naslov
Sustainable Agritourism Students' and Teachers' Attitudes Towards Storytelling

Autori
Marinac, Mladen ; Golob, Martin

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Ruralni turizam: kvaliteta, održivost, uključivost / - , 2022, 517-533

ISBN
978-953-8028-17-5

Skup
5. međunarodni kongres o ruralnom turizmu

Mjesto i datum
Cavtat, Hrvatska, 27. - 30. 4. 2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
agritourism students, agritourism teachers. marketing method, storytelling, teaching

Sažetak
Besides one of the oldest forms of teaching, having numerous beneficial effects upon the learning process, storytelling is also an indispensable marketing tool in today’s tourism. Storytelling is the interactive art of using words and actions to unveil stories while fueling the audience’s imagination. Basically, it is a mode of human communication and, thus, pervasive in everyone’s life. Moreover, more and more studies stress the bond between storytelling and resilience, which seems crucial in the era of the coronavirus pandemic. As a marketing tool, storytelling can be used to create consumption value for consumers, both in branding various tourist destinations, where it is most commonly used, but also in creating a sensory experience for products that usually lack branding, such as agricultural products. Given the multifaceted nature of storytelling, the aim of our study was to explore views upon storytelling both as an educational and marketing tool. Therefore, the study investigated Sustainable Agritourism students’ and teachers’ experiences and their attitudes towards storytelling. To do so, an online questionnaire was administered in the winter semester of the academic year 2021/2022 at one Croatian institution of higher education. The findings suggest students and teachers are familiar with storytelling theoretically, however, they do not seem to use it to a great extent in a tertiary education setting or for marketing purposes. Both students and teachers are aware of its potential use in teaching and marketing. The majority of the participants believe storytelling improves the quality of education and they deem it is an important marketing tool. Therefore, further reserach should focus on implementing storytelling in different classes and measuring its effects upon the teaching environment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Filologija, Interdisciplinarne humanističke znanosti

POVEZANOST RADA