Storytelling and digitalization as opportunities for spa towns

This study explores how thermal spa towns use storytelling and digitalization to create a tourist experience capable of attracting new, younger clientele who are searching for well-being. An exploratory study investigated a French association of spa towns (La Route des Villes d'Eaux) in the Massif Central that included a series of interviews, non-participant observation, and data analysis. The results highlight how storytelling and digitalization enhance the personality of the destination, a result of the differentiating, authentic, and emotionally engaging offbeat stories that are a product of the region’s heritage and culture. This article sheds new light on possible pitfalls that can arise when spa towns use storytelling coupled with digitalization. A differentiating storyline is recommended here in accordance with the chosen target. It should also be tested beforehand, especially if the storyline contains offbeat humour. It is also necessary to adopt an appropriate mode and channel of communication, as well as an appropriate rhythm, form, and length of video and audio content that meets the expectations of all stakeholders. Moreover, if storytelling and digitalization intend to develop and animate a community that includes socio-professionals, tourists, and locals, sufficient human and financial resources must be devoted to it.