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http://bura.brunel.ac.uk/handle/2438/27312| Title: | Leveraging folklore and fantasy to promote small destinations: the case of Visit Wales |
| Authors: | Yen, D Jang, J Wei, L Morgan, N Pritchard, A |
| Keywords: | tourism marketing;screen tourism;folklore;legends;Wales;DMO policy |
| Issue Date: | 3-Oct-2023 |
| Publisher: | Routledge (Taylor & Francis Group) |
| Citation: | Yen, D. et al. (2023) 'Leveraging folklore and fantasy to promote small destinations: the case of Visit Wales', Journal of Policy Research in Tourism, Leisure and Events, 0 (ahead-of-print), pp. 1 - 15. doi: 10.1080/19407963.2023.2263860. |
| Abstract: | Copyright © 2023 The Author(s). This paper analyses how folklore can be harnessed by destination management organizations (DMOs) and related agencies through story-telling, screen tourism and product development. It presents a two-stage study, which explores policy suggestions proposed at a United Kingdom Parliamentary Committee Inquiry into Wales’s international marketing. An online survey was conducted with international students, as representative of tourists open to less familiar destinations and well-represented amongst fantasy fans, to test the appeal of a differentiation strategy for Wales incorporating folklore. Having established the market potential of folklore, a co-design workshop was held with 36 tourism and creative sector stakeholders to discuss the challenges of leveraging legends and fantasy film locations to attract international visitors. The paper discusses the tourism policy and practice opportunities of adopting this strategy for the folklore-rich but resource-constrained small destination of Wales. It concludes with insights, which have relevance for similar national DMOs and related agencies. |
| URI: | https://bura.brunel.ac.uk/handle/2438/27312 |
| DOI: | https://doi.org/10.1080/19407963.2023.2263860 |
| ISSN: | 1940-7963 |
| Other Identifiers: | ORCID iD: Dorothy Yen https://orcid.org/0000-0003-1129-9653 ORCID iD: Jung Min Jang https://orcid.org/0000-0001-5010-4340 ORCID iD: Liyuan Wei https://orcid.org/0000-0003-0561-1700 |
| Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| FullText.pdf | Copyright © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (https://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. | 1.51 MB | Adobe PDF | View/Open |
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