Society. Spaces. Screens
Abstract
In a globally mediated society, mainstream narratives are predominantly shaped by Western frameworks, restricting the diversity of voices and stories shared globally with cultural representations (Fusté-Forné, 2022). This paper offers a unique and novel perspective on eudaimonic brand storytelling in tourism, integrating peripheral perspectives that address global challenges with cultural and historical depth. Emphasising ‘enchantment’ and stories that encourage reflection on values, purpose, and community, eudaimonic narratives are proposed as an alternative to the conventional pleasure-driven focus in destination branding. Findings suggest these narratives enrich the brand image of destinations and align tourism promotion with sustainable, culturally respectful practices, which also play a crucial role in promoting and preserving cultural diversity and fostering an appreciation for the richness of different cultural perspectives.
Laura Tuukkanen-McVicar – A creative and passionate marketing professional, she brings extensive experience in graphic design, social media, and virtual assistance. With a background in tourism and a Master’s in Tourism Marketing from the University of Eastern Finland, she specializes in eudaimonic brand storytelling. Her versatile experience ranges from coordinating winter safaris to assisting at the State Hermitage Museum, showcasing her adaptability and global perspective in visual and brand communication.
Johanna Heinonen – An experienced marketing and communications professional, she specializes in tourism, digital education, and online marketing. Currently a Senior Lecturer and RDI Specialist, she combines academic expertise with practical insights from consulting and entrepreneurship. Known for her future-oriented approach, she drives digital transformation in tourism and education through hands-on teaching, project development, and strategic consulting.
11:00 am - 12:30 pm
Wednesday 11th December, 2024