Tapping into the emotions of the wine consumer through storytelling: A case study

Doctoral Programme in Tourism and Leisure, Universitat Rovira i Virgili, Tarragona, Spain

Abstract

Stories are powerful and they have taken on a new dimension in the marketing world. Using storytelling or narrative as a communication technique can be an effective tool for persuasion, as well as way to connect with the consumer on shared values. But a simple narrative is not enough. It is in the evocation of emotions that the storytelling carries its power. The research presented in this paper shows that emotions are powerful: as a way to build trust, create closeness, hold attention and transport the reader/listener to another world – all of which can result in certain behavioral responses. This paper focuses on understanding storytelling in tourism context, specifically in wine tourism. Wine tourism provides the producer the chance to tell their story and build a special relationship. The winery experience opens up greater possibilities to stimulate good feelings for the visitor. Coupled with a compelling narrative that takes the wine tourist on a physical and emotional journey, the ability to sell the brand becomes possible. The case study presented in this paper is Quinta do Vallado, in the Douro Valley, Portugal. It will show how the script that was used to communicate with the visitor was transformed into a compelling narrative.