Abstract—I n this paper the importance of storytelling in sustainable tourism management is introduced. It is argued that the development of storytelling as a destination marketing tool is related to the destination’s creative potentials. We discuss storytelling as a tool for sustainable tourism management and as an opportunity for tourism growth in the period of the experience economy. Apart from several remarkable results, the analysis of key indicators of Slovenian tourism shows some gaps. Intangible cultural heritage and cultural tourism digital demand are found as two important obstacles for higher tourism competitiveness. The paper points to the importance of the systemic institutional support to cultural and creative industries development in Slovenia. In this regard the provision of possibilities for acquiring creative and digital skills in tourism marketing education and training, adapted to the contemporary economic paradigm, are emphasized. Through the upgrading of storytelling project, Slovenia could develop, link and promote heterogeneous existent intangible cultural heritage and raise its international recognisability.

Index Terms—creativity, creative tourism, storytelling, destination marketing, sustainable tourism, Slovenia

Cite: Romana Korez-Vide, "Storytelling in Sustainable Tourism Management: Challenges and Opportunities for Slovenia," Journal of Advanced Management Science, Vol. 5, No. 5, pp. 380-386, September 2017. doi: 10.18178/joams.5.5.380-386