Özet:
This study discusses how storytelling can be used as a destination branding tool by examining some
of the most visited sites in Turkey as an example of destination storytelling. Stories have been used to
transfer knowledge and culture from generation to generation. Stories have become an innovative communication
channel for destinations. Tourists no longer want to just buy an experience; they also want
to have the stories behind the destination experience. From this point of view, storytelling has become
indispensable for destinations. Destinations have symbolic meanings for tourists, and thanks to branding,
destinations communicate to tourists some messages about themselves and are accordingly positioned
in their minds. In this study, the formation process of destination storytelling, the effects of stories on
the formation of the destination brand, and the destination brand are explained.