ABSTRACT
This chapter explains that there exists a causal link between travel writing and the behaviour of tourists. It elaborates on travel writing and on the relationship between literary travel writing and researching destination value. Further on, the role of the storytelling process in travel writing and in destination branding is presented. Destination branding process is discussed and place-branding elements described. In the final section, recommendations to destination-image researchers, commissioning editors and travel writers are offered based upon a case study explained in detail as a model to re-use as a brand-watch press clippings tool.
