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.

中文翻译：

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旅游业的故事转折：力量与未来

目的

本文的目的是突出旅游实践中故事的兴起，确定支持和引导故事转向的力量，并呼吁旅游研究人员更加关注这一新发展。

设计/方法/方法

本文基于对旅游营销实践和体验设计的学术和专业文献的一般审查，以及对在其活动中使用故事或讲故事的目的地营销材料的审核。

发现

本文确定了支持旅游故事转向的三种力量：建立在旅游体验方法之上；移动社交媒体、用户生成内容和游戏化的兴起；和亚洲旅游浪潮。

原创性/价值

本文确定了当前旅游实践中的一个故事转向，并回顾了心理学、社会学和人类学研究中对故事价值的日益增长的认识，以提出这个故事转向如何影响未来旅游实践和研究的性质。