Stories as a tourist experience design tool

Moscardo, Gianna (2017) Stories as a tourist experience design tool. In: Fesenmaier, Daniel R., and Xiang, Zheng, (eds.) Design Science in Tourism: foundations of destination management. Tourism On the Verge . Springer International Publishing, Basel, Switzerland, pp. 97-124.

[img] PDF (Published Version) - Published Version
Restricted to Repository staff only

View at Publisher Website:


Stories are a fundamental and universal form of human communication and learning (Bruner, 2010). People use stories to organise, understand, learn, remember and communicate about the world (Herman, 2013). It is not surprising then that stories have been discussed in literature linked to design thinking (Brown, 2009), design science (Hatchuel, 2001) and user, consumer and tourist experiences (IDEO, 2012; Batterbee, 2003; Mathisen, 2012). While stories are often mentioned as elements of design and user experience or as key methods to understand experience, their use as a framework to guide the design process has not been examined in detail. Within the literature on consumer experience stories have been linked to drama and theatre (Pine & Gilmore, 1999), but this use of the theatre metaphor has been criticized as a unidimensional and superficial treatment of experience (Gelter, 2006; Lugosi & Walls, 2013). This chapter seeks to go beyond both the use of stories as a method of understanding user experience and the dramaturgical approach to consumer and tourist experience, to present stories as a framework for guiding the design of tourist experience opportunities. It will begin by outlining the parameters of the topic and defining the main concepts of stories and experience. It will then analyse the relationship between stories and tourism identifying the major dimensions of tourist stories and their links to design and experience. These dimensions and analysis will be used to suggest a story framework to guide tourist experience design. After highlighting some ethical dimensions of stories in tourist experience design, the chapter will conclude with some thoughts on issues to be examined further.

Item ID: 46237
Item Type: Book Chapter (Research - B1)
ISBN: 978-3-319-42771-3
Keywords: storytelling, drama, experience design, tourist experience, destination management
Date Deposited: 17 Nov 2016 00:26
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
Downloads: Total: 7
Last 12 Months: 1
More Statistics

Actions (Repository Staff Only)

Item Control Page Item Control Page