Storytelling for Destination Development: Towards an African Model
Storytelling is emerging as a growing focus in international tourism scholarship and most especially in respect of the promotion and marketing of destinations. The existing literature is dominated by writings about destinations in the Global North. This article highlights the important need for...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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AfricaJournals
2022-10-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_13_11_4_1491-1501.pdf |
| _version_ | 1811243033308430336 |
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| author | Matthys Andries de Beer Cinà van Zyl Christian M. Rogerson |
| author_facet | Matthys Andries de Beer Cinà van Zyl Christian M. Rogerson |
| author_sort | Matthys Andries de Beer |
| collection | DOAJ |
| description | Storytelling is emerging as a growing focus in international tourism scholarship and most especially in respect of
the promotion and marketing of destinations. The existing literature is dominated by writings about destinations
in the Global North. This article highlights the important need for tourism researchers in the Global South to acknowledge the role of storytelling. The paper offers a conceptual model for storytelling grounded in the African context and in particular with application to small-town destination development. At its core, the ‘story-pot marketing model’ is based on themes, destinations, people, and their local stories. An important research agenda
for South African tourism scholars is therefore the collection of these local stories as the foundation for a new approach to destination development. |
| first_indexed | 2024-04-12T14:00:17Z |
| format | Article |
| id | doaj.art-dcb55a08077f4be4a7063c451783cf90 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-04-12T14:00:17Z |
| publishDate | 2022-10-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-dcb55a08077f4be4a7063c451783cf902022-12-22T03:30:14ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2022-10-0111414911501https://doi.org/10.46222/ajhtl.19770720.304Storytelling for Destination Development: Towards an African ModelMatthys Andries de Beer0https://orcid.org/0000-0003-1680-8736Cinà van Zyl1https://orcid.org/0000-0002-9302-6677Christian M. Rogerson2Department of Tourism and Event Management, Cape Peninsula University of Technology, Cape TownDepartment of Applied Management, University of South Africa, PretoriaSchool of Tourism & Hospitality, University of JohannesburgStorytelling is emerging as a growing focus in international tourism scholarship and most especially in respect of the promotion and marketing of destinations. The existing literature is dominated by writings about destinations in the Global North. This article highlights the important need for tourism researchers in the Global South to acknowledge the role of storytelling. The paper offers a conceptual model for storytelling grounded in the African context and in particular with application to small-town destination development. At its core, the ‘story-pot marketing model’ is based on themes, destinations, people, and their local stories. An important research agenda for South African tourism scholars is therefore the collection of these local stories as the foundation for a new approach to destination development.https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_13_11_4_1491-1501.pdfstorytellingdestination developmentafrican modelsmall town tourismsouth africa |
| spellingShingle | Matthys Andries de Beer Cinà van Zyl Christian M. Rogerson Storytelling for Destination Development: Towards an African Model African Journal of Hospitality, Tourism and Leisure storytelling destination development african model small town tourism south africa |
| title | Storytelling for Destination Development: Towards an African Model |
| title_full | Storytelling for Destination Development: Towards an African Model |
| title_fullStr | Storytelling for Destination Development: Towards an African Model |
| title_full_unstemmed | Storytelling for Destination Development: Towards an African Model |
| title_short | Storytelling for Destination Development: Towards an African Model |
| title_sort | storytelling for destination development towards an african model |
| topic | storytelling destination development african model small town tourism south africa |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_13_11_4_1491-1501.pdf |
| work_keys_str_mv | AT matthysandriesdebeer storytellingfordestinationdevelopmenttowardsanafricanmodel AT cinavanzyl storytellingfordestinationdevelopmenttowardsanafricanmodel AT christianmrogerson storytellingfordestinationdevelopmenttowardsanafricanmodel |