The impact of eudaimonic brand storytelling on a destination image

How they used Delve

A master's student in Tourism Marketing and Management at the University of Eastern Finland used Delve to code ten interviews on how eudaimonic brand storytelling shapes a destination's image, then exported the coded data to sort it into themes following Braun and Clarke's phases.

“Coding was done in delvetool.com which is a platform for coding qualitative data. [...] Coded data was downloaded from delvetool.com and divided into themes based on destination elements.”

Field

tourism marketing; destination branding

Data

Ten interviews with participants about a destination's brand storytelling and image

Approach

Braun & Clarke six-phase thematic analysis of interviews about narrative brand storytelling; coding in Delve, themes built from the exported coded data around destination-image elements

Data types

Interviews