THE NARRATIVE POWER OF MYTHS AND LEGENDS. CASE STUDY – PLOVDIV
THE NARRATIVE POWER OF MYTHS AND LEGENDS. CASE STUDY – PLOVDIV

Author(s): Angelina Titeryakova, Krasimir Aleksandrov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, Green Transformation
Published by: Икономически университет - Варна
Keywords: cultural tourism; narrative power; visitor engagement; destination marketing
Summary/Abstract: Myths and legends are an important tool when it comes to shaping cultural tourism, specifically when it comes to tourist destinations and visitor engagement. This article aims to examine their narrative powers through a case study of Plovdiv, Europe's oldest continuously inhabited living city. Using a qualitative approach, it explores myths and legends as an intangible heritage and the impact they have on cultural tourism. To achieve this, data has been accumulated from archives, tourism materials, and interviews. The study analyses how these narratives are integrated into the marketing of the destination through tours, events, and promotional materials, as well as taking into consideration visitor perceptions and the emotional impact that storytelling has on them. The findings in this paper contribute towards tourism studies by highlighting the role of myths and stories in cultural tourism and in visitor engagement, offering insights for destination marketing.

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