Stories of culture. The power of Storytelling in Cultural Tourism Destinations

Cultural Tourism is increasingly relevant in the present. In fact, this segment has been one of the most important presenting the highest growth rates in tourism market (UNWTO, 2015). Storytelling is assuming a crucial role in Cultural Tourism experiences (Rodriguez e Corazon, 2011). Storytelling is a catalyst not only for being a unique product, but also because it bridges the gap between residents and to urists, bringing them closer together in a way that the traditional tourism landscape would never accomplish. However, the existing information on this subject is still scarce, especially in its tourism aspect. The present work aims to present the importance of Cultural Tourism and the relevant role of Storytelling in Cultural Tourism experiences. Later, a conceptual model will be presented, where the factors influencing the purchase, consumption and evaluation of the Storytelling product will be proposed. The methodology used was an extensive literature review of the topics under analysis. This is a conceptual study, however in the future there is the intention of empirical application, through data collection through questionnaire in cultural destinations. The results of this study will allow a better understanding of the phenomenon of Storytelling and its importance for tourism, especially Cultural Tourism.