The story turn in tourism: forces and futures

Moscardo, Gianna (2021) The story turn in tourism: forces and futures. Journal of Tourism Futures. (In Press)

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Purpose: The purpose of this paper is to highlight the rise of stories in tourism practice, identify the forces that are supporting and directing this story turn and argue for tourism researchers to pay greater attention to this new development.

Design/methodology/approach: This paper is based on a general review of academic and professional literature on marketing practice and experience design in tourism and an audit of destination marketing materials using story or story telling in their campaigns.

Findings: This paper identifies three forces supporting a story turn in tourism: building on the experiential approach to tourism; the rise of mobile social media, user generated content and gamification; and the Asian Wave in tourism.

Originality/value: This paper identifies a story turn in current tourism practice and reviews the increasing awareness of the value of stories in psychology, sociology and anthropology research, to suggest how this story turn may influence the nature of both tourism practice and research in the future.

Item ID: 67320
Item Type: Article (Research - C1)
ISSN: 2055-592X
Keywords: Experience design, Stories, Story turn, Storytelling, Tourism futures
Copyright Information: © Gianna Moscardo. Published in the Journal of Tourism Futures. Published by Emerald Publishing Limited. This article is published under the CreativeCommons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at
Date Deposited: 22 Jun 2021 01:30
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350802 Tourism forecasting @ 100%
SEO Codes: 11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110402 Socio-cultural issues in tourism @ 100%
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