Panteion University: Telling interesting stories can boost the competitiveness of a tourist company

Telling interesting stories can boost the competitiveness of a tourist company,” according to Dr Christina Bonarou, Department of Communication, Media and Culture of Panteion University.

Speaking to “www.praktoreio-tourism.gr” on how storytelling can be a competitive advantage for a business, Bonarou noted: If a story about a tourist company, a service or a destination is compelling, real and original, it will appeal to people and attract more customers.”

In a research carried out on winemaking businesses in France, it was reported that these businesses could sell their products in higher prices as people were affected by stories related to them.

In order for companies to achieve that, they should first be aware of their target groups in order to adapt their storytelling and be efficient. “A good storytelling can appeal to all target groups,” Bonarou underlined.
For instance, a hotel can relate its storytelling with ecology, or even a film production, she explained adding that “each company can write its own story.”

Bonarou stressed the businesses that want to adopt storytelling, they first need to diagnose what is it that makes them unique, what stories could be connected with them, and then share these stores with their customers on social networks.