Pre-Event Marketing of Trail Running Events: Stories of People, Place and Experience

Stadler Raphaela ()
Additional contact information
Stadler Raphaela: Tourism & Leisure Business Weiherburggasse 8 6020 Innsbruck Austria

Zeitschrift für Tourismuswissenschaft, 2023, vol. 15, issue 2, 171-192

Abstract: The use of storytelling in destination marketing is well explored, but the role of events in this is under researched. The purpose of this paper is to investigate how two different trail running events in Innsbruck, Austria, use elements of storytelling within their communications strategy in the lead-up to the event, and how stories about the two events are interwoven to create a shared meaning around the image of Innsbruck as an alpine-urban destination. Stories on the event websites, social media, local and national media, and in promotional material are thematically analysed to examine the similarities and differences in storytelling approaches. Findings reveal that both events use a combination of three specific elements – people, place and experience – but different strategies when tapping into each other’s story and hence shaping the overall story of the destination. As such, the paper makes theoretical and practical contributions to the event marketing body of knowledge.

Keywords: Storytelling; trail running; experience; destination image; event marketing (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/tw-2023-2001 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:15:y:2023:i:2:p:171-192:n:4

DOI: 10.1515/tw-2023-2001

Access Statistics for this article

Zeitschrift für Tourismuswissenschaft is currently edited by Andreas Kagermeier

More articles in Zeitschrift für Tourismuswissenschaft from De Gruyter
Bibliographic data for series maintained by Peter Golla ().