Abstract
Experience-based industries, such as tourism, gain a competitive advantage when they create an extraordinary experience for their customers. Contemporary tourists prefer authentic experiences, acquisition of new knowledge and skills as well as participation in community activities. Therefore, they don’t want to consume only the products and services in the destination, but they are really interested in the story behind the tourist products. In film tourism, the story has a special role since it is a type of product that arises from the individual experience of the location, which is displayed in some form of media presentation. Consequently, it is particularly important for the destination management companies to use tools and techniques that can influence the customer experience. In this context, the aim of this paper is to analyse possibility of destination management companies to use storytelling in creating film tourism products. Although storytelling is often used by destination management organization as a destination marketing tool, destination management companies can use it to create high value-added products. This paper analyzes an example of good practice how a destination management company can use storytelling in creating and developing its products. However, as the example of good practice emphasizes, the application of storytelling in creating extraordinary experience requires an interdisciplinary approach and great creativity of experts from different fields, where additional value can be achieved through the use of modern information and communication technology. Applying this approach, storytelling is a tool that destination management companies can use very successfully to transform the film tourism product into an extraordinary experience for their customers. Keywords: storytelling, destination management company, film tourism
Highlights
Experience has always been a part of our daily lives, Pine and Gilmore (1998, p. 99) have developed a theoretical framework that recognizes experience as a business opportunity on which companies can build competitive advantage
Considering that tourism is an experience-based industry which aims to provide extraordinary experiences that will be unforgettable for tourists, it is analysed below how storytelling can contribute to such experiences in film tourism products
To ensure a competitive advantage, tourism companies must offer products that will provide an extraordinary experience for tourists
Summary
Experience has always been a part of our daily lives, Pine and Gilmore (1998, p. 99) have developed a theoretical framework that recognizes experience as a business opportunity on which companies can build competitive advantage. Tourism is distinctly an experience-based industry because tourism products and services are produced to contribute to the tourist experience. Destination management companies play an important role in creating experiences for tourists They are receptive travel agencies that use local resources to combine them with their extensive knowledge and experience into a unique high value-added product. Their recognizable feature is a specialization that can be focused on a specific destination or a specific form of tourism of special interest.
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