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Towards transformative tourism in Castille & Leon: Research and Application of Inspiring Narratives and Digital Storytelling for the Promotion of Destinations and Experiences
This research project aims to explore and apply the transformative potential of digital storytelling to promote a more experiential, emotionally engaging, and sustainable model of tourism in Castilla y León. In a highly competitive and digitalized environment, this region must differentiate itself not only through heritage and attractions but also by the power of meaningful narratives. The project draws on state-of-the-art theories from narrative persuasion and media psychology, focusing on key psychological mechanisms such as self-transcendent emotions (awe and elevation), narrative transportation, identification with the protagonist, and psychological insight. The project is structured into four work packages: (WP1) a diagnostic analysis of current narrative-based tourism communication in Castilla y León using digital content analysis; (WP2) a psychological and motivational profiling of current and potential tourists through a representative survey; (WP3) the design and implementation of experimental studies using inspirational audiovisual narratives to empirically test their psychological and behavioral effects; and (WP4) the creation of training materials, best practice guidelines, and a prototype of a digital storytelling tool for tourism promotion and knowledge transfer. With a strong applied orientation, the project will deliver scientifically grounded tools to enhance the emotional appeal and persuasive effectiveness of the region¿s tourism communication. Aligned with the Territory of Quality of Life strategy (RIS3), the project will help position Castilla y León as a benchmark in transformational tourism, offering stories to live, not just places to visit.
Project financed by the Consejería de Educación de la Junta de Castilla y León in collaboration with the EU in the frame of the “Convocatoria de subvenciones del programa de apoyo a proyectos de investigación en ciencia aplicada, cofinanciadas por el Fondo Europeo de Desarrollo Regional”. Project code: SA087P25
