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Collaborative Destination Storytelling: Navigating Impact Factors and Narrative Content in the Digital Era
Abstract
In the competitive tourism industry, digital brand storytelling has emerged as a powerful communication strategy. However, its application in community model destinations remains complex and underexplored. This chapter contributes by synthesizing fragmented literature into a structured overview of collaborative destination storytelling, focusing on the unique features of multi-stakeholder contexts. Based on a narrative literature review of over 80 references, it identifies key conceptual foundations, organizational impact factors, narrative elements, and stages of storytelling campaigns. The results highlight how emotional resonance, authenticity, and digital co-creation can enhance brand image and engagement, while also underscoring the need for coordination, consistency, and adaptive storytelling strategies. The chapter offers both a conceptual framework to support future research and practical guidance for destination branding in the digital era.
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