Collaboration and Co-creation

Despite the design and implementation of storytelling in a destination being complex, a case study has been designed and delivered in the Southwest of England to capture and evaluate the role of digital storytelling. The data-driven value exchange has sought to quantify the significance of digital storytelling, and in doing so has delivered an array of benefits for partners involved in the collaboration between destination managers, creatives, educational institutions, and software developers. The study determines the value of storytelling to a tourist destination through the exploration of destination intelligence data. The empirical study was ratified through in-depth interviews and a quantitative user survey and concluded that the conversion rate from sharing stories to individuals visiting a destination can be established. The significance drawn from this collaborative project offers a roadmap for other destinations to seek collaboration with unusual partners and continue to create stories of place, to achieve a more sustainable and resilient visitor economy in the future.