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- Title
Storytelling and sustainability reporting: a case study of the tourism and hospitality industry.
- Authors
Jones, Peter; Comfort, Daphne
- Abstract
Stories, in one form or another, are probably as old as the human race, but in recent years, businesses have increasingly come to recognise the importance of storytelling. The aims of this paper are to provide a range of illustrations of the ways in which some of the leading companies within the tourism and hospitality industry have employed storytelling as part of the sustainability reporting process and to offer some reflections on current approaches to storytelling in sustainability reporting within the industry. The paper begins with an outline of the characteristics of storytelling within the corporate world, reviews the ways storytelling is employed in selected tourism and hospitality companies' most recent sustainability reports. The paper identifies a number of storytelling formats, namely, photographs and images, video clips, personal messages and cameo case studies, used in the selected companies' sustainability reports. While such stories often have a strong human impact and can strike emotive chords, the authors would argue that stories can, in part, be potentially misleading in that they do not necessarily fully reflect a company's sustainability record.
- Subjects
STORYTELLING in business; HOSPITALITY industry; SUSTAINABLE development reporting; CULTURAL activities; CULTURAL transmission
- Publication
International Journal of Management Cases, 2018, Vol 20, Issue 3, p44
- ISSN
1741-6264
- Publication type
Article