Storytelling by the Sea

Abstract

Global competition has challenged destinations in devising new ways to enhance image and awareness, so they can be perceived as attractive to visitors. Storytelling is gaining increasing importance in destination marketing by adding emotional value to products. Stories impact positively on tourist involvement in experiences, as well as on destination differentiation. Furthermore, visitors' identification with destination stories seems to increase whenever stories are perceived as authentic. Ílhavo's history as a fishing community deeply connected with the sea developed from traditional cod fishing techniques. The history of this Portuguese community has helped shaping a new and distinctive narrative that sustained its positioning as a cultural destination around the identity “the Portuguese cod fishing capital”, the gem of Portuguese cuisine, and a major symbol of the country itself.