STORYTELLING METHOD AS A MARKETING COMMUNICATION TOOL IN THE TOURISM INDUSTRY
STORYTELLING METHOD AS A MARKETING COMMUNICATION TOOL IN THE TOURISM INDUSTRY

Summary/Abstract: In today's rapid era of globalisation and internationalisation, it is necessary to respond to new challenges and to introduce new methods, products and trends if individual sectors (not only) of the economy want to maintain or improve their position on the domestic and foreign market and increase their ability to compete economically with others. In our view, it is the introduction of new, creative methods that is one of the ways to increase the attractiveness of the product on offer. A compelling method in this context is storytelling. In our article, we concluded that this method is an effective way of increasing customer interest. Storytelling conveys a purpose, a goal, stories can engage the listener and arouse attention and curiosity. In tourism, it is not enough to have a product or a destination. The story gives the offer a certain context, a reason for customers to buy your product or use your service. The aim of our paper is to characterise the storytelling method as a marketing communication tool in tourism. In order to reach relevant conclusions, we used the method of analysis, synthesis, literature study, exemplification and generalisation.

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