The power of storytelling in tourism: Analysis of its impact

Abstract

[eng] In the digital era of Tourism 2.0, storytelling and influencer marketing emerge as crucial elements for tourism promotion. This study examines how these strategies influence travelers' decisions and analyzes how tourism companies can leverage storytelling to reach an increasingly demanding audience with more tools to choose destinations. We will explore the importance of social media as a vehicle for storytelling, focusing especially on Instagram and examining its main qualities. Using a video posted by a popular influencer as an example, the impact of the content on users' motivation and intention to visit tourist destinations is investigated through a survey, aiming to identify the most determinant factors influencing respondents' minds.