Publication details

Storytelling as a part of destination marketing in the Trenčín region

Authors

PAPCUNOVÁ Viera ONDRUŠOVÁ Dominika HUDÁKOVÁ Jarmila

Year of publication 2021
Type Article in Proceedings
Conference XXIV. mezinárodní kolokvium o regionálních vědách. Sborník příspěvků
MU Faculty or unit

Faculty of Economics and Administration

Citation
Web https://www.econ.muni.cz/kolokvium-o-regionalnich-vedach/predchozi-kolokvia/sbornik-2021
Doi http://dx.doi.org/10.5817/CZ.MUNI.P210-9896-2021-58
Keywords storytelling; tourism; Trenčín region; destination marketing
Attached files
Description 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.

You are running an old browser version. We recommend updating your browser to its latest version.

More info