New Narratives and Communication Strategies in Tourism, Culture and Creative Industries

This edited volume explores the role of narratives and communication strategies in representing, shaping and transforming tourism destinations and practices, and cultural and creative industries. It aims to critically investigate the power of communication and collective imagination in reshaping destination identities and creating new meanings, focusing on dismantling stereotypical tourist imagery and fostering culture-driven narratives that can reposition destinations in more sustainable, inclusive, and creative ways.
Through interdisciplinary perspectives, the volume connects art, storytelling, marketing, semiotics, literary studies, and applied economics. By addressing sustainability, accessibility, inclusion, and multicultural mediation, the authors provide conceptual frameworks and methodological tools to re-imagine, reconstruct, and re-experience tourism narratives, encouraging more responsible, ethically sound, and culturally mediated tourism communication practices.
The volume is intended for scholars and researchers in tourism studies, destination marketing, cultural studies, art and creative industries, as well as PhD candidates and advanced master students. It also addresses policymakers, destination managers, communication professionals, and cultural practitioners interested in innovative storytelling,
creative industries' contribution to territories, and novel communication strategies.

Serena Volo is Full Professor of Marketing and Director of the Master Program in Tourism Management at the Free University of Bozen, Italy. She is Editor-in-Chief of the journal Consumer Behavior in Tourism and Hospitality.

Giulia Grillini is a former technologist at the Free University of Bozen, Italy. Her research focused on narratives. She holds a PhD in Agricultural Economics.

Fabrizio Panozzo is Associate Professor of cultural policies and critical managementstudies at Ca’ Foscari University of Venice, Italy, where he also directs the research centre aiku – arte industry culture.

This research has been carried out within the PNRR research activities of the consortium iNEST (Interconnected North-East Innovation Ecosystem) funded by the European Union Next-GenerationEU (Piano Nazionale di Ripresa e Resilienza (PNRR) Missione 4 Componente 2, Investimento 1.5 D.D. 1058 23/06/2022, ECS_00000043 –Spoke6, RT4, CUP I43C22000250006). This manuscript reflects only the Authors views and opinions, neither the European Union nor the European Commission can be considered responsible for them.