Communication in Tourism: Tour(ist) guides, Storytelling and the DRAMMA model

Abstract

This chapter discusses the significance of communication in business growth, particularly in the context of the tourism industry and in the profession of a tour(ist) guide as tour(ist) guides are seen as key figures in tourist communication, often referred to as "spokespersons," "educators," and "entertainers." They play a significant role in conveying correct information while incorporating engaging stories and facts to enhance the tourist experience. The chapter touches the topic of storytelling that has become increasingly important in tourism as it can bridge the gap between the present, past, and future, evoking strong emotions of tourists. In addition to that, the text discusses the DRAMMA model (that emphasizes the importance of detachment recovery, autonomy, mastery, meaning, and affiliation in leisure experience) and its influence on vacation-time happiness.