Crafting whiskey stories: Identifying tourism success factors to create a storytelling content lexicon

Danni Capps, Walker College of Business Appalachian State University, USADepartment of Hospitality and Retail Management, College of Human Sciences, Texas Tech University, Michelle Alcorn, Shane C Blum, Bonhak KooDepartment of Hospitality and Retail Management, College of Human Sciences, Texas Tech University

Tourism and Hospitality Research

Published online on December 12, 2024

Abstract

Tourism and Hospitality Research, Ahead of Print.
Whiskey distilleries have interesting histories that create a robust content for storytelling. Incorporating storytelling in distillery tours can cultivate ongoing relationships with the brand. There is a need to curate stories that are highly impactful, ...