MARKETING DESTINATION THROUGH FIRST-PERSON STORIES: A NARRATIVE STRUCTURE ANALYSIS

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Abstract

Narrative as digital word of mouth has the potential to be an effective way to market tourist destinations. Using ethnomethodology, this study identifies key marketing elements from narratives which include characterization, space categorization, and overall product and experience evaluation. The introduction of a blog writer as a personal character allows blog readers to access the picture of lived identities created through actions, attitudes, and values. Space categorization allows blog readers to have a cognitive construction of hypothetical travel scenarios including “rehearsals” of likely future travels. The results of this study demonstrate substantial potential for destination marketing organizations to facilitate and manage the interactive nature of storytelling as part of travel recommendation systems.

 

MARKETING DESTINATION THROUGH FIRST-PERSON STORIES: A NARRATIVE STRUCTURE ANALYSIS

Narrative as digital word of mouth has the potential to be an effective way to market tourist destinations. Using ethnomethodology, this study identifies key marketing elements from narratives which include characterization, space categorization, and overall product and experience evaluation. The introduction of a blog writer as a personal character allows blog readers to access the picture of lived identities created through actions, attitudes, and values. Space categorization allows blog readers to have a cognitive construction of hypothetical travel scenarios including “rehearsals” of likely future travels. The results of this study demonstrate substantial potential for destination marketing organizations to facilitate and manage the interactive nature of storytelling as part of travel recommendation systems.