DESTINATIONS, EXPERIENCES, AND PLACES: THE ROLE OF STORYTELLING IN TOURISM ADVERTISING

Authors

  • ALEXANDRE DUARTE https://orcid.org/0000-0002-2665-864X
  • RAQUEL SOEIRO https://orcid.org/0009-0009-4696-4239

DOI:

https://doi.org/10.26619/1647-7251.DT0125.5

Keywords:

Tourism, Place Marketing, Place Branding, Destination Image, Storytelling, Can't Skip Portugal

Abstract

This theoretical essay examines the role of storytelling in advertising communication, specifically focusing on its application to destination branding. Tourism, as a dynamic and intangible sector, faces unique communication challenges. This paper critically analyzes storytelling as a tool to bridge these gaps, emphasizing its symbolic and emotional power to enhance destination image, authenticity, and visitor engagement. By synthesizing tourism communication and place branding literature, this study analyzes Portugal’s promotional campaign "Can't Skip Portugal" as a strategic storytelling use in destination promotion. This approach provides theoretical insights and practical implications for stakeholders in the tourism industry.

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Author Biographies

ALEXANDRE DUARTE, https://orcid.org/0000-0002-2665-864X

Holding a PhD in Communication Sciences (specialization in Organizational and Strategic communications) from Universidade do Minho, a master’s degree in communication and Image, and bachelor’s in marketing and advertising from IADE, Alexandre Duarte is a Professor at Universidade Nova de Lisboa, a researcher at ICNOVA/UNL and Invited Professor at Universidade Católica Portuguesa, where he coordinates the Postgraduate Courses in Communication and Advertising Creativity, and Service Design. He has worked in several multinational advertising agencies, such as TBWA, Saatchi & Saatchi, W/Brasil, Lowe&Partners, or Ogilvy for more than 20 years as a Senior Creative Copywriter. Since 2018, is a member of the Board of EDCOM - European Institute for Commercial Communications Education, and from 2024, assumed the Coordination of the Advertising Working Group of the Portuguese Association of Communication Sciences – SOPCOM.

RAQUEL SOEIRO, https://orcid.org/0009-0009-4696-4239

Raquel Soeiro has a degree in Tourism from the Universidade de Évora and is currently pursuing a master’s degree in communication sciences from Universidade Católica Portuguesa, with a specialization in Communication, Marketing, and Advertising. Has participated in various training courses related to customer service, travel agency reservation systems, and marketing. She is currently working as a Tour Manager in a local company and has completed internships in event management, sales, and marketing. Additionally, she is conducting research for her master's dissertation on "The Event Experience and its Influence on Brand Reputation: The Case of Convento do Espinheiro Hotel & SPA".(FCH/Universidade Católica Portuguesa).

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Published

2025-02-21

Issue

Vol. 15 No. 2, TD2 (2025): Gestão de Marca de Lugar e Diplomacia Pública

Section

ARTICLES