Opinions: 

Travel Tech

Storytelling has evolved over the years, with the use of new technologies in particular allowing it to reach a far greater level of effectiveness. With technology, the audience can join in the storytelling process, thus impacting positively on engagement and facilitating the development of long lasting relationships. As the process works with emotions, it enables a new kind of relationship to be built up between a destination or tourism business and its audience. With the emergence of more technologies to take advantage of over the years, marketers need to take decisions on which of these technologies can be best used for storytelling and to improve the consumer experience (iMedia).

INVOLVING USERS

Involving users in the process of storytelling can be quite beneficial. By creating a web-based video series for example, travellers can take part, sharing, voting and commenting with ideas for future episodes. In tourism, this is an easy concept to implement; travellers could decide what activities or which parts of the destination should be highlighted online, and whom these activities would best suit. As all episodes are based on user decisions and feedback, the consumer engagement and overall viewing numbers will be high.

INTEGRATING UGC

User-generated content is another important factor that should be considered as a means of digital storytelling. The content can take different forms, such as videos or images, and can easily be implemented into stories. Once the end result is ready for travellers to view, the engagement will be high again, as people contributing with videos or images will have a connection to the story and will talk about it.

APPLICATIONS

Destinations should ensure that they are using the right technologies for storytelling, and that the tools they use trigger consumer engagement. It is absolutely crucial to involve users in the storytelling process, taking their feedback into consideration to continually improve their user experience. With the increasing importance of UGC in tourism, destinations and tourism businesses need to make note of the importance of enabling travellers to create, use and share their content.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank