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 journal › Article › peer-review
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 journal › Article › peer-review
}
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 -