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

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  • Stadler Raphaela

    (, Tourism & Leisure Business, Weiherburggasse 8, 6020 Innsbruck, Austria)

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.

Suggested Citation

  • Stadler Raphaela, 2023. "Pre-Event Marketing of Trail Running Events: Stories of People, Place and Experience," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 15(2), pages 171-192, August.
    • Handle: RePEc:bpj:touwis:v:15:y:2023:i:2:p:171-192:n:4
    DOI: 10.1515/tw-2023-2001
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    References listed on IDEAS

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    1. Moscardo, Gianna, 2020. "Stories and design in tourism," Annals of Tourism Research, Elsevier, vol. 83(C).
    2. Stefano Duglio & Riccardo Beltramo, 2017. "Estimating the Economic Impacts of a Small-Scale Sport Tourism Event: The Case of the Italo-Swiss Mountain Trail CollonTrek," Sustainability, MDPI, vol. 9(3), pages 1-17, February.
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