An evaluation of the role of storytelling in brand building: A case study of a heritage tourism project in Kano, Nigeria.
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- NGN 5000
Background of the study:
Storytelling has long been recognized as a powerful tool for building brand identity, particularly in the realm of heritage tourism. In Kano, heritage tourism projects are leveraging narrative techniques to connect visitors with local culture, history, and traditions (Abubakar, 2023). This study explores how storytelling enhances brand building by crafting compelling narratives that evoke emotional responses and foster a deeper connection between tourists and cultural heritage sites. The research delves into various storytelling methods, including personal anecdotes, historical accounts, and multimedia presentations, that contribute to a memorable tourist experience (Umar, 2024). As global travel trends shift towards experiential tourism, heritage projects increasingly rely on authentic stories to differentiate themselves in a competitive market. The study also highlights challenges such as maintaining narrative authenticity and balancing commercial interests with cultural preservation. By analyzing audience reception and engagement, this research provides insights into how effective storytelling can elevate brand image, drive visitor satisfaction, and contribute to the long-term sustainability of heritage tourism initiatives (Abubakar, 2023).
Statement of the problem:
Heritage tourism projects in Kano face difficulties in translating compelling stories into effective brand building due to challenges in narrative consistency and authenticity. Despite rich cultural assets, many projects struggle to create engaging content that resonates with modern tourists (Suleiman, 2023). There is a lack of structured research on the impact of storytelling on visitor perceptions and brand loyalty, which results in missed opportunities to harness cultural heritage for economic and social benefits. This study seeks to address these gaps by evaluating storytelling techniques and their effectiveness in enhancing brand identity, while also identifying the obstacles that prevent full narrative integration (Umar, 2024).
Objectives of the study:
To evaluate the effectiveness of storytelling in building a strong heritage tourism brand.
To identify narrative techniques that enhance visitor engagement and brand perception.
To recommend strategies for improving storytelling in heritage tourism initiatives.
Research questions:
How does storytelling influence brand building in heritage tourism projects?
What narrative techniques are most effective in engaging tourists?
What strategies can enhance the authenticity and impact of storytelling in heritage tourism?
Significance of the study:
This study is significant as it provides valuable insights into the role of storytelling in strengthening heritage tourism brands. The findings will assist project managers and marketers in Kano to craft authentic narratives that resonate with tourists, thereby boosting visitor engagement and long-term brand loyalty (Abubakar, 2023; Suleiman, 2023).
Scope and limitations of the study:
This study is limited to evaluating storytelling techniques in a heritage tourism project in Kano and does not extend to other tourism sectors or regions.
Definitions of terms:
Storytelling: The art of conveying events and ideas through narratives that evoke emotions.
Brand building: The process of developing and enhancing a brand's image and identity.
Heritage tourism: Tourism focused on historical and cultural attractions.
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