Storytelling and its influence on the promotion of tourism for the national sanctuary of Huayllay, Pasco Region, Peru in 2021

Introduction

In recent decades, tourism has gained greater relevance around the world because it is a powerful alternative tool for economic growth, which is why it has become so dynamic for both the public and private sectors. In this sense, a great number of cities are looking for an ideal tool or strategy to promote their tourist destinations efficiently and achieve their consolidation in the competitive tourist market (Nieto, Román & Bonillo, 2016, p.129).

Under these circumstances, the idea was born to investigate the influence of a commercial communication tool called storytelling, which appeals to the emotional factor through stories, anecdotes and tales; it should be noted that storytelling already represents a successful model in countries such as Spain, Ecuador, China, Italy, and Cuba, where it has achieved an extraordinary influence due to its importance in the tourist's choices for their next destinations (Yavuz et al., 2016).

Boari and Vidal (2020) analyzed the promotion of Cuban tourism using storytelling. They concluded that Cuban tourism efficiently uses storytelling for the promotion of its tourist destinations, taking into account all its cities and tourist attractions. As more than a trip, Cuba provides a reunion with the world that no longer exists.

On the other hand, Pancca (2018) attempted to determine the effectiveness of storytelling as a commercial strategy for the consolidation of textile artisans in the Cusco region. It was determined that only a small percentage of artisans use storytelling for advertising, and they are the ones that have managed to obtain the best results, such results are reflected in the increase of their sales.

As for storytelling in tourism, it is a recent phenomenon, despite the fact that storytelling has always been present in our lives. This tool tends to enhance the intangible aspects based primarily on emotional and narrative communication to convey a clear message that connects emotionally with the potential visitor (Acosta & Perez, 2019).

Recent research in countries where tourism activity has prospered favorably support and have documented the effectiveness of storytelling for the promotion of tourist destinations. Compared to other conventional tools which only overload social networks with information, storytelling the effective communication of a tourist destination through the art of telling a story, tale, or experience, in a way that connects with the emotions and feelings of the potential visitor (Carbache et al., 2019).

In Peru, the promotion of tourist destinations still retains the sustained trend of relying mainly on traditional techniques, using basic tactics which lack creativity and do not exceed the standard promotion, which are very unconvincing and fail to connect emotionally with the potential tourist and, therefore, do not motivate the intention to travel (Camprubí, 2019). In recent years, given the competitiveness of tourist destinations, it has become necessary to investigate new tools to create a good differentiation strategy and increase the level of visitors to which tourist destinations aspire.

The lack of good techniques or tools for the promotion of tourist destinations prevents the possibility of increasing the flow of visitors, and therefore the opportunity to consolidate the tourism market. Emerging tourist destinations are the most affected, limiting development and preventing potential tourists from knowing about the tourist area and choosing it as an option when choosing a destination to which they wish to travel (Castillo & Castaño, 2015, p.7).

As a theoretical contribution of the present research, this constitutes a new perspective for tourism promotion, which will allow it to establish itself with greater consistency and solid foundations. Likewise, special attention will be paid to a tourism promotion tool such as storytelling, achieving a connection with the feelings and emotions of potential visitors, so that the promoted destination will be visited.

In practice, the impact of the research is that the proposed use of storytelling as a tool for tourism promotion of the Huayllay National Sanctuary will be favorable for the destination, since the use of new tools for the promotion of destinations is more efficient than the traditional ones and will allow achieving a greater flow of visitors, and its consolidation as a tourist destination. It should be noted that it will have a positive impact on the progress of tourism in the area.

The social contribution of the research is that on the one hand it will allow the future visitors to get to know a new tourist destination, from another point of view it will allow the local population to increase their economic income, and therefore the quality of life of the local population can be improved. They can also consolidate their destination in the tourist market as an ideal destination which should be visited. It will leave an innovative legacy for companies in the industry, which can choose to carry out their promotional campaigns using storytelling as a tourism promotion tool.

Finally, as a methodological utility, it contributes with scientific methods through arguments, concepts, and information on tourism promotion. Likewise, to confirm its veracity, the measurement instruments will be validated. Special attention will be paid to the use of a relatively new tool for the tourism sector, storytelling, which currently does not have enough previous research at a national scope, so it will serve as a support for future research.

From this perspective, the main objective of this research is to determine the influence of storytelling in the tourism promotion of the Huayllay National Sanctuary.

Methods

The type of research used in the study was applicative and explanatory since it will investigate both variables, making use of science, and its primary mission is to provide a general solution to a practical problem.

For the present study, a pre-experimental design (pre-post) with a single control group was chosen, the study population consisted of visitors to the Huayllay National Sanctuary, and only the independent variable (storytelling) was manipulated, but not the dependent variable (tourism promotion).

Chávez (2020) indicates that the pre-experimental design allows the approach to a certain phenomenon under investigation. Subsequently, the formulation of a study hypothesis was carried out, so a stimulus is applied to a single group (pre-test and post-test) in order to appreciate its variation in the results (p.168).

Dependent variable: tourism promotion

Tourism promotion is one of the fundamental pillars of destination marketing. Since it is aimed at persuading potential tourists about the tourist offer. Likewise, the competitiveness of tourist destinations is subject to the way they promote themselves, therefore, tourism promotion is of radical relevance for destination management. In relation to this, tourism promotion can be divided into advertising, sales promotion and public relations (Castillo & Castaño, 2015).

Figure 1. Flowchart storytelling.

In the present investigation the study population is constituted by the visitors of the Huayllay National Sanctuary, Pasco Region 2021. The sample of the present study was determined under a non-probabilistic sampling by convenience criterion, since it was subject to the researchers' criteria, so the sample size was established at 19 people.

Results

Table 1 shows that the publicity of the Huayllay National Sanctuary was at a deficient level in the Pre-Test corresponding to 100.00% (Jara Miranda et al., 2022). However, in the Post-Test the publicity showed an efficient level, since the result was 100.00%, which is indicated by the scale.

Table 2 shows that the sales promotion of Huayllay National Sanctuary had a deficient level in the Pre-Test corresponding to 52.00%, a regular level of 47.9%. However, in the Post-Test, the sales promotion showed an efficient level, since the result was 78.9%, showing an improvement.

Table 3 shows that the public relations of the Huayllay National Sanctuary were deficient in the pre-test, corresponding to 100.0%. However, the post-test showed an efficient level of public relations, since the result was 94.7%, showing an improvement.

Ha: Storytelling influences the Tourism Promotion of Huayllay National Sanctuary, Pasco Region 2021.

Ho: Storytelling does not influence the Tourism Promotion of Huayllay National Sanctuary, Pasco Region 2021.

The p-value of the Pearson's test (Sig.<0.05) is 0.000, so the null hypothesis can be rejected, and we accept the alternative hypothesis; concluding, indicating that; effectively storytelling influences the tourism promotion of the Huayllay National Sanctuary, Pasco Region 2021.

Based on the results obtained, it is determined that the storytelling does influence the tourism promotion of the Huayllay National Sanctuary, and vice versa (Table 4). When applying the ETA test (Table 5), it was found that variable 1 has an influence on variable 2, with an ETA value of 0.795, and variable 2 has an influence on variable 1 with an ETA value of 0.677, with values close to 1 indicating that there is an influence between the two.

Discussion and conclusion

The present study shows the influence of storytelling for the tourist promotion of the National Sanctuary of Huayllay, in that sense, its clear influence was determined, as well as the high acceptance rate. This is like the research of Pancca (2018) who determined that only a small percentage of artisans use storytelling for advertising and are those who have managed to obtain the best results, such results are reflected in their increased sales. In the same way it agrees with the theory of Arkun, Keskin, and Ayar (2015) who indicate that storytelling as a tool for tourism promotion is an essential component for the marketing of tourist destinations, and is established as the way to publicize experiences, stories, and anecdotes to manifest different situations or data by way of stories whether real or fictional.

Therefore, this study coincides with the research of Camprubí (2019), for which the primary objective was to examine the performance of storytelling in a tourist destination through the stories, narratives and legends of the place, concluded that the relevance of storytelling as a tool is solid and has demonstrated strength and effectiveness when promoting the tourist destination. Taking into account that the study area has myths and legends, which contribute favorably to the successful use of storytelling, contributing to the tool being more than effective within the study area.

This is one of the first studies at national level in relation to this new commercial communication tool oriented to the travel and tourism sector. It should be noted that there are other studies oriented to the advertising of recognized brands and even banking entities and they have demonstrated their solidity and strength.

In conclusion, the findings of the study show the influence of storytelling as a tool for tourism promotion of Huayllay National Sanctuary, so it could build an excellent alternative for the communication of tourist destinations.

Data availability