ABSTRACT
The transformation of heritage meaning in tourism is an innovative process and has
been described as a form of “creative destruction” (Hjalager et al., 2008). New uses of
old buildings, cultural resources and transformation of meaning are a form of product
development when it comes to heritage tourism. One example of this is storytelling,
where innovative stories help create new experiences. Storytelling may add value and
change the content of tourism experiences in many different ways. It is closely related
to the branding of destinations (Mossberg & Johansen, 2006).
