Narrative advertising in destination branding

dc.contributor.authorOralkan A.
dc.date.accessioned2024-03-13T10:01:21Z
dc.date.available2024-03-13T10:01:21Z
dc.date.issued2021
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractDue to its potential economic return, tourism-related initiatives, including governments, are increasingly focusing on the tourism destination market. It is critical to use efficient marketing methods to enhance travel motivation-especially under the global crises like a pandemic-by encouraging positive consumer impressions of tourism destinations. The main purpose of tourism marketing is to develop a destination image that can enable a sustainable demand for visits through interaction with consumer expectations. One of the most effective marketing methods is to compile stories, which have become a traditional method throughout human history. Narratives use stories to convey various options on behalf of the destination experience in order to build an optimum perception of persuasion. Any destination can have a unique historical culture and original characteristics to be the source materials for effective narrative advertising. These stories should trigger their intention to visit by attracting the attention of potential tourists, and even convince them to visit these destinations. © 2021, IGI Global.en_US
dc.identifier.doi10.4018/978-1-7998-4903-2.ch020
dc.identifier.endpage358en_US
dc.identifier.isbn9781799849049
dc.identifier.isbn9781799849032
dc.identifier.scopus2-s2.0-85127988813en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage346en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-4903-2.ch020
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3124
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofHandbook of Research on Narrative Interactionsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleNarrative advertising in destination brandingen_US
dc.typeBook Chapteren_US

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