Destination storytelling as a destination branding tool

Abstract

This study discusses how storytelling can be used as a destination branding tool by examining some of the most visited sites in Turkey as an example of destination storytelling. Stories have been used to transfer knowledge and culture from generation to generation. Stories have become an innovative communication channel for destinations. Tourists no longer want to just buy an experience; they also want to have the stories behind the destination experience. From this point of view, storytelling has become indispensable for destinations. Destinations have symbolic meanings for tourists, and thanks to branding, destinations communicate to tourists some messages about themselves and are accordingly positioned in their minds. In this study, the formation process of destination storytelling, the effects of stories on the formation of the destination brand, and the destination brand are explained.