Storytelling e a construção de experiências turísticas:uma análise do passeio de Maria Fumaça e Epopeia Italiana

Abstract

The cultural tourism sector has been developed itself significantly in recent decades and, when talked about visitors, it was no different. Today, they're seeking for more complete experiences, through those one that allows them to experience the culture and explore places creatively intensely, and memorably. This reality has impacted the way in which enterprises offer their products and services. In this way, paying attention to the use of new strategies has become a necessity for those who seek to stand out in this market and succeed in business. It is based on this context that the present study is inserted, which aims to analyze the use of storytelling in the construction of tourist experiences. Different methodological procedures were adopted to achieve the objectives, the first one being the bibliographic review, followed by participant observation, carried out on the tour of Maria Fumaça and Epopeia Italiana, in Bento Gonçalves. The work also applied to the visiting public a questionnaire. Crossing the collected data reinforced the importance of using storytelling as an effective communication strategy in the construction of tourist experiences. Research indicates that visitors are looking for tours that promote immersion and provide learning and good times. It is concluded that using stories to create tourist attractions makes it possible to exceed customer expectations, in addition to developing the competitive potential of the enterprise. Finally, the study shows the importance of the public relations professional in the conception, planning, and execution of tourist experiences, since it has the ability to relate the tourist enterprise with its visitor through communication tools such as storytelling. [resumo fornecido pelo autor]