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Applying the Hollywood scriptwriting formula to destination branding

Lund, Niels Frederik and Kimbu, Albert (2020) Applying the Hollywood scriptwriting formula to destination branding Current Issues in Tourism.

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Abstract

This paper examines the prospects of applying the Hollywood scriptwriting formula to a destination transforming a range of potentially disconnected tourist destination experiences into a more immersive, interrelated narrative and thereby generating a cohesive destination brand that has an emotional and personal bond with tourists. A step-by-step conceptual model, based on Hollywood’s scriptwriting formula, is developed, contextualised and employed for the case study destination of Vilnius, the capital of Lithuania. The model offers destination management organizations an innovative new method of developing a destination brand centred on storytelling while the findings demonstrate that the scriptwriting approach creates a narrative for the destination that connects the various experiences in an experiential framework which carves out a brand that promises strong emotional and experiential benefits for tourists. This paper provides an original and novel rethink of how to construct the destination experience and formulate the destination brand, employing scriptwriting capabilities, rather than traditional marketing concepts.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Lund, Niels Frederik
Kimbu, AlbertA.Kimbu@surrey.ac.uk
Date : 13 February 2020
DOI : 10.1080/13683500.2020.1739005
Copyright Disclaimer : Rights managed by Taylor & Francis
Uncontrolled Keywords : Storytelling, Hollywood scriptwriting process, experience economy, myths, destination branding
Depositing User : James Marshall
Date Deposited : 16 Mar 2020 10:42
Last Modified : 16 Mar 2020 10:42
URI: http://epubs.surrey.ac.uk/id/eprint/853929

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