Storytelling in Destination Brands' Promotional Videos. / Moin, S M A; Hosany, Sameer; O'Brien, Justin.

In: Tourism Management Perspectives, Vol. 34, 100639, 04.2020, p. 1-12.

Research output: Contribution to journalArticlepeer-review

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Storytelling in Destination Brands' Promotional Videos. / Moin, S M A; Hosany, Sameer; O'Brien, Justin.

In: Tourism Management Perspectives, Vol. 34, 100639, 04.2020, p. 1-12.

Research output: Contribution to journalArticlepeer-review

Harvard

Moin, SMA, Hosany, S & O'Brien, J 2020, 'Storytelling in Destination Brands' Promotional Videos', Tourism Management Perspectives, vol. 34, 100639, pp. 1-12. https://doi.org/10.1016/j.tmp.2020.100639

APA

Vancouver

Author

Moin, S M A ; Hosany, Sameer ; O'Brien, Justin. / Storytelling in Destination Brands' Promotional Videos. In: Tourism Management Perspectives. 2020 ; Vol. 34. pp. 1-12.

BibTeX

@article{59e50cd3baa046b1bb8427dc738743b0,
title = "Storytelling in Destination Brands' Promotional Videos",
abstract = "Storytelling represents an extensive and rich body of research in tourism. Prior studies mainly focus on tourists{\textquoteright} stories in understanding travel experiences and little knowledge exists as to whether destination promotional videos embed the principles of storytelling. Using the Hero{\textquoteright}s Journey as a guiding framework, this study conducts a narratological analysis of six destination brand commercials. The advertisements are deconstructed, assessing their story structure, story type, archetype enactment, and experiential outcome. Findings indicate the majority of destination commercials fail to exhibit state of the art practices of storytelling and this represents a missed opportunity. The Hero{\textquoteright}s Journey offers a useful tool to help destination marketers to develop powerful storytelling promotional videos that connect with and engage prospective tourists. ",
keywords = "Storytelling, Hero{\textquoteright}s Journey, destination branding, promotional videos",
author = "Moin, {S M A} and Sameer Hosany and Justin O'Brien",
year = "2020",
month = apr,
doi = "10.1016/j.tmp.2020.100639",
language = "English",
volume = "34",
pages = "1--12",
journal = "Tourism Management Perspectives",

}

RIS

TY - JOUR

T1 - Storytelling in Destination Brands' Promotional Videos

AU - Moin, S M A

AU - Hosany, Sameer

AU - O'Brien, Justin

PY - 2020/4

Y1 - 2020/4

N2 - Storytelling represents an extensive and rich body of research in tourism. Prior studies mainly focus on tourists’ stories in understanding travel experiences and little knowledge exists as to whether destination promotional videos embed the principles of storytelling. Using the Hero’s Journey as a guiding framework, this study conducts a narratological analysis of six destination brand commercials. The advertisements are deconstructed, assessing their story structure, story type, archetype enactment, and experiential outcome. Findings indicate the majority of destination commercials fail to exhibit state of the art practices of storytelling and this represents a missed opportunity. The Hero’s Journey offers a useful tool to help destination marketers to develop powerful storytelling promotional videos that connect with and engage prospective tourists.

AB - Storytelling represents an extensive and rich body of research in tourism. Prior studies mainly focus on tourists’ stories in understanding travel experiences and little knowledge exists as to whether destination promotional videos embed the principles of storytelling. Using the Hero’s Journey as a guiding framework, this study conducts a narratological analysis of six destination brand commercials. The advertisements are deconstructed, assessing their story structure, story type, archetype enactment, and experiential outcome. Findings indicate the majority of destination commercials fail to exhibit state of the art practices of storytelling and this represents a missed opportunity. The Hero’s Journey offers a useful tool to help destination marketers to develop powerful storytelling promotional videos that connect with and engage prospective tourists.

KW - Storytelling

KW - Hero’s Journey

KW - destination branding

KW - promotional videos

U2 - 10.1016/j.tmp.2020.100639

DO - 10.1016/j.tmp.2020.100639

M3 - Article

VL - 34

SP - 1

EP - 12

JO - Tourism Management Perspectives

JF - Tourism Management Perspectives

M1 - 100639

ER -