Abstract
Stories are powerful and they have taken on a new dimension in the marketing world. Using storytelling or narrative as a communication technique can be an effective tool for persuasion, as well as way to connect with the consumer on shared values. But a simple narrative is not enough. It is in the evocation of emotions that the storytelling carries its power. The research presented in this paper shows that emotions are powerful: as a way to build trust, create closeness, hold attention and transport the reader/listener to another world – all of which can result in certain behavioral responses. This paper focuses on understanding storytelling in tourism context, specifically in wine tourism. Wine tourism provides the producer the chance to tell their story and build a special relationship. The winery experience opens up greater possibilities to stimulate good feelings for the visitor. Coupled with a compelling narrative that takes the wine tourist on a physical and emotional journey, the ability to sell the brand becomes possible. The case study presented in this paper is Quinta do Vallado, in the Douro Valley, Portugal. It will show how the script that was used to communicate with the visitor was transformed into a compelling narrative.
Highlights
Stories are powerful and they have taken on a new dimension in the marketing world
The literature review will focus on consumer behavior, wine marketing, hedonic consumption, wine tourism, narrative and the neuroscience underlying emotions
If a winery is not able to provide something new, distinct and authentic that resonates with the visitor, wine tourism becomes ineffective in its purpose and objectives
Summary
Marketing strategy typically relies on consumer knowledge of a product or service and segment according to targeted group. To minimize the perceived risk of purchasing the wrong wine, consumers will often use various strategies when it comes to purchasing [7] These include selecting based on intrinsic attributes of wine such as color and taste through tasting notes, or extrinsic aspects such as grape variety, vintage, origin, and alcohol content. The terminology used to taste wine, such as the descriptions for color, body, acidity and finish are understood by trade and professionals, but not always understood by consumers While these extrinsic and intrinsic attributes of wine are important in consumer decision-making, when confronted with an overwhelming number of wines and brands, such as in the supermarket or wine shop, consumers often feel insecure and unconfident [9]. The use of “hard facts” of wine as a communication technique creates a gap between the product and the consumer
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