XXIV. mezinárodní kolokvium o regionálních vědách. Sborník příspěvků

Kapitola

Storytelling as a part of destination marketing in the Trenčín Region

Viera Papcunová, Dominika Ondrušová, Jarmila Hudáková
Rok vydání: 2021

https://doi.org/10.5817/CZ.MUNI.P210-9896-2021-35
Storytelling as a part of destination marketing in the Trenčín Region pdf, 596KB

Abstrakt

Storytelling represents a significant trend in cultural tourism, which not only creates a visitor experience, but also increases the value of the destination and also to increase the brand's uniqueness, making the destination differentiated from the competition. Under the term storytelling, tourism includes mainly storytelling in the form of an explanation of a tourism guide, who can use visual materials to diversify the experience of visitors when presenting a certain cultural and historical monument. The aim of the paper is to find out to what extent tourists know the concept of storytelling and at the same time identify which of the elements of storytelling would motivate them to visit the attractiveness of tourism on the example of the Trenčín region. We obtained information through a questionnaire survey, which took place in the period from December 2020 to February 2021. The target group were visitors to the Trenčín region. The results of the questionnaire survey showed that 56.6% of visitors to the Trenčín region have already encountered this concept. As many as 97.1% of respondents stated that they liked the use of storytelling in the promotion of cultural and historical monuments. Of the elements of storytelling, most visitors preferred theatrical performances.

Klíčová slova

storytelling, tourism, Trenčín Region, destination marketing

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