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TRAVEL WRITING AS AN INSTRUMENT OF CULTURAL HERITAGE PROMOTION

 


TRAVEL WRITING AS AN INSTRUMENT OF CULTURAL HERITAGE PROMOTION


This study contributes to the research literature through its approach to equipping tourism content creatives who are entering the professions of destination image communication with platform expertise alongside cooperation and co-creation leadership. Productive skills for travel writers and social media content producers in tourism are significant in the co-creation of sustainable tourist experiences since they are interactive and participative. The two purposes of this study are to implement and improve the dialogue journaling process as a re-usable methodology. The new 3-step processual research methodology is explained through a case study with stakeholders and project leaders in Brežice, Slovenia. The paper contributes to pragmatic tourism management concerns and practice by reporting findings from a real-world process project on cultural heritage that provides a re-usable solution.

Please cite as:
Potočnik Topler, J., Mansfield, C., Séraphin, H., & Wassler P. (2024). Travel Writing as an Instrument of Cultural Heritage Promotion, Annals for Istrian and Mediterranean Studies 34(4), 465-482. DOI 10.19233/ASHS.2024.31

If you copy this reference and search online you will find the full-text of the journal article on open access. 

INTRODUCTION

Every geographical location, whether it be an urban area, a designated tourism site, or a destination, constitutes a complex system that demands thorough comprehension, strategic branding, and effective management strategies. It is significant to emphasise that each such place possesses unique attributes shaped by its geographic coordinates, cultural identity, and historical background, all of which should be taken into account when considering and designing destination marketing strategies and planning tourism products. Laznibat and Obad Šćitaroci (2023, 32) point out the role of heritage as a “developmental resource”. Travel writing can be employed as a tool for branding and promotion of cultural heritage. This work proposes that the practice of travel writing can be remodelled into a research inquiry process which can then be employed by content authors to create value both for the texts they produce and for the destination they describe in their texts. The work explains the design of this new model, which will be called the dialogue journaling model, and explores its use in a short case study with creative professionals entering industry.




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  1. matesaway2 January 2025 at 05:45

    This article presents a fresh and practical approach to using travel writing as a tool for promoting cultural heritage. The introduction of the dialogue journaling model is particularly innovative, offering a structured methodology for content creators to engage with both the cultural essence of a destination and its local communities. The case study in Brežice, Slovenia, effectively demonstrates how this process can lead to sustainable and co-created tourism experiences. This research is an important contribution to the field, blending creative content production with strategic tourism management to foster deeper connections between travelers and the destinations they explore


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