Storydoers Handbook

Digital StoryDOING in Local Tourism
ERASMUS+ PARTNERSHIP PROJECT OF BULGARIA, SPAIN, BELGIUM, ITALY AND AUSTRIA 2021-2023
Storydoers Handbook

2
“Storydoers Handbook”. October 2023.
Promoted and developed by: Consortium Digital StoryDOING for
Local Tourism. Ecosystem Europe (Bulgaria), Diesis Network
(Belgium), Bulgarian Chamber of Commerce and Industry
(Bulgaria), AITR-Turismo Responsabile (Italy), Epsilon Marketing
(Austria) and Wazo Sociedad Cooperativa (Spain).
Coordination and design: Wazo Sociedad Cooperativa.
The European Commission’s support for the production of this
publication does not constitute an endorsement of its contents,
which are the sole responsibility of the authors, and the Commission
cannot be held responsible for any use which may be made of the
information contained therein.

3
Index
1- Introduction
1.1- About the project
1.2- Digital storydoing for rural prosperity
2- Manual Overview: “Storydoers Handbook”
2.1- Manual description
2.2- Target audience: Engaging the “Storyders”
2.3- How to effectively use the manual
3- Digital storydoing for local tourism practices
3.1- 16 practices of storydoing
4- Conclusions
pag. 4
pag. 4
pag. 6
pag. 8
pag. 8
pag. 10
pag. 12
pag. 14
pag. 16
pag. 48

4
1.1 About the project
“STORYDOERS: Digital Storydoing for Local Tourism” is an
Erasmus+ project aimed at enhancing rural business
competitiveness through the implementation of digital
Storydoing within the realm of local tourism. The project
embodiesatransnationalendeavorthatunitessixpartnering
entities from five distinct European nations: Bulgaria, Spain,
Italy, Belgium, and Austria. These esteemed partners,
namely Ecosystem Europe (Bulgaria), Wazo Coop (Spain),
Ass. Italiana Turismo Responsabile (Italy), Diesis Network
(Belgium), Epsilon Marketing (Austria), and the Bulgarian
Chamber of Commerce and Industry (Bulgaria), converge as
a consortium, fostering a rich tapestry of diverse and
specialized expertise. Through collaborative synergy, they
traverse a large range of domains, united in the collective
mission of advancing the initiative’s multifaceted objectives.
At the core of this initiative lies a profound focus on
Storydoing—an innovative technique strategically aimed at
crafting captivating actions and immersive experiences that
not only challenge but also authentically manifest the core
corporate narrative in every facet of their endeavors. Through
1. Introduction thispioneeringapproach,thepartnerswithintheconsortium
harness their combined expertise to navigate the intricate
intricacies of local tourism, crafting narratives that are
seamlessly interwoven into tangible actions and impactful
experiences. This concerted effort serves as the driving force
behind the project’s multifaceted objective, propelling the
growth and dynamism of local tourism businesses while
placing their narratives at the forefront of their operational
ethos.
Regrettably, in the present landscape, a dearth of adequate
tools to underpin the practice of storydoing within the local
tourism sector is evident. Consequently, the project has
been meticulously designed with the primary objective of
equipping “Storydoers” with the capability to cultivate and
refine three core proficiencies:
◆ Storydoing Skills: These include mastery of digital
storydoing techniques tailored for use across digital and
social media platforms.
◆ Digital competences: to reduce the digital dividing of
local tourism businesses of rural areas
◆ Social Competences: Another pivotal aspect is the
nurturing of competences that facilitate community
engagement and contribute to the sustainable

5
development of rural areas.
The underlying ambition of the project is to empower its
participants, aptly termed “storydoers”, to seamlessly
integrate these skills into their operational fabric. This
strategic focus ensures a holistic enhancement of local
tourism experiences, while fostering resonance within their
communities and generating sustainable development.
The project has produced a wide range of significant and
tangible outcomes, each of which contributes to the
advancement of the initiative’s overarching goals. These
outcomes include
◆ Digital Storydoing for Local Tourism Framework: This
framework serves as a repository of knowledge spanning
the fields of digital storydoing and local tourism. As well as
showcasing best practice, it also assesses the requirements
of emerging storydoers in rural contexts, tailored to their
specific needs.
◆ Storydoers Training Combo: This comprehensive
compilation presents a diverse array of practices catering
to digital storydoing within the local tourism sphere. These
practices encapsulate valuable insights to empower
aspiring storydoers.
◆ Storydoers Handbook: An open-source transmedia
manual, the Storydoers Handbook encapsulates a tangible
compendium of practical applications derived from the
project’s knowledge, skills, and competences. This manual
serves as a guide, facilitating the execution of these insights
across diverse contexts.

6
1.2 Digital storydoing for rural prosperity
Tourism is emerging as a key catalyst for socio-economic
development, with the power to increase employment
opportunities, stimulate economic expansion and revitalise
rural, peripheral or less prosperous regions.In 2019, more
than one in ten enterprises in the European non-financial
business economy belonged to the tourism industries.
These 2.3 million enterprises employed 12.3 million persons.
Tourism plays a significant role in the development of
European regions.
However, the emergence of the COVID-19 pandemic has
cast a pervasive shadow across every facet of European
society. Indeed, the pandemic has given rise to an array of
formidable challenges that have permeated our socio-
economic structures. According to the United Nations World
Tourism Organization (UNWTO), the onset of the COVID-19
crisis triggered an astonishing 70% plummet in the influx of
international tourists arriving in Europe. In these areas, the
repercussions are especially keenly felt among local tourism
enterprises, which have borne the brunt of the pandemic’s
impact.
Amidst the unfolding landscape of the Great Lockdown era,
a resounding call for digitization has reverberated, propelled
by the surging demand for digital accessibility. As a result, a
considerable number of businesses are embarking on a
pivotal journey of transitioning their operations online,
orchestrated to usher in this transformative shift. Adding to
this digital momentum, the multifaceted constraints
imposed by the COVID-19 crisis have, in a sense, enforced a
paradigm of digitalization, becoming a vital imperative for
industries, particularly the tourism sector. However, a
notable gap looms within this digital transition, as local
tourism Small and Medium Enterprises (SMEs) find
themselves trailing behind, struggling to comprehend the
far-reaching opportunities and untapped benefits that
digitalization holds (as underscored by the OECD’s 2019
report).
Nestled within rural terrains, local tourism enterprises
grapple with what can be termed a “double digital divide.”
On one front, the supply side grapples with a dearth in terms
of provisioning Next-Generation Access (NGA)
infrastructure—a foundational digital backbone. On the
other front, the demand side of this divide highlights a
deficiency in basic digital skills and an overall lack of insight
into the boundless potential that digital technology
possesses.Hence,evenifthemetaphorical“digitalhighways”
are laid out, they risk remaining underutilized when it comes
to service dissemination, business integration, or customer
engagement within these localities.

7
This disturbing scenario, however, propels a call to action. It
underscores the imperative of addressing both the supply
and demand aspects of digitization, ensuring not only the
prosperity of rural businesses but also the preservation of
future livelihoods, the continuity of public services, and the
very fabric of community life across numerous rural domains.
The significance and influence of online media and
communication have garnered recognition from the United
Nations specialized agency for tourism, a stance that’s
evident through their support of Member States in various
initiatives centered on market intelligence and digital
marketing. This collaboration underscores the collective
commitment toward embracing the digital age while
ensuring that no corner of society, particularly the rural
expanse and local tourism enterprises, is left untapped.
In this context, the consortium comprised of Ecosystem
Europe (Bulgaria), Wazo Coop (Spain), AITR - Ass. Italiana
Turismo Responsabile (Italy), Diesis Network (Belgium),
Epsilon Marketing (Austria), and the Bulgarian Chamber of
Commerce and Industry (Bulgaria) proposed the
implementation of the Erasmus + project “Storydoers.
Digital Storydoing for Local Tourism” to reinforce rural
business competitiveness by digital Storydoing in Local
Tourism. The consortium advocates for the utilization of
Storydoing for local tourism as an innovative technique
aimed at crafting compelling actions and experiences that
put the corporate narrative to the test in everything they do.

8
2.1 Manual description
The ‘Storydoers Handbook’ is a testament to the culmination
of the project’s efforts and embodies the essence of the
‘Storydoers: Digital Storydoing for Local Tourism” initiative.
This open-source transmedia manual serves as a reservoir of
invaluable insights, offering concrete applications that
translate the acquired knowledge, skills and competences
intoactionablestrategies.Createdwithmeticulousprecision,
the manual aims to empower local tourism businesses by
equipping them with the tools they need to navigate the
intricacies of digital storydoing.
At its core, the Storydoers Handbook addresses a critical
need within the local tourism landscape - bridging the gap
between theory and practice. As an embodiment of the
project’s commitment, it provides tangible guidance on
how to turn theoretical concepts into pragmatic action.
Designed not only to inform but also to empower, the
Handbook provides local tourism businesses with the means
to turn their stories into tangible experiences that resonate
with their target audiences.
2. Manual overview:
“Storydoers Handbook”
The Storydoers Handbook acts as a compass for businesses
navigating the complex realm of digital transformation. It
distils the essence of the project’s collective expertise into a
cohesive resource that empowers companies to effectively
harness their unique narratives. By translating theoretical
knowledge into actionable practices, this handbook
empowers local tourism businesses to embark on a journey
of growth, innovation and enhanced engagement with their
audiences.
The manual is divided into four distinct yet interrelated
sections, each strategically designed to provide a holistic
understanding of digital storytelling in the context of local
tourism:
◆ Storydoers Training Combo Content: Within this section,
each practice is seamlessly woven into the thematic fabric
covered by ‘Storydoers. Digital Storydoing for Local
Tourism” project. This ensures that each practice is closely
linked to the broader concepts and objectives outlined in
the project, providing the reader with a well-rounded
perspective.
◆ Tools: As users delve deeper, they will encounter a trio of
transmediatools.Thesetoolsserveasessentialnavigational
aids, making crucial connections between each chapter
and the corresponding modules of the Storydoers Training

9
Combo. In addition, the tools extend beyond the confines
of the training, introducing readers to other valuable digital
resources that expand their skills beyond the scope of each
exercise.
◆ Case Scenarios: A selection of real European case
scenarios unfold within these pages, highlighting inspiring
examples of digital storytelling in local tourism. These
examples not only illustrate the practical application of
storydoing techniques, but also provide an insight into
how these strategies have been effectively woven into the
fabric of different European contexts.
◆ Into action exercises: As readers immerse themselves in
the case studies and storydoing practices presented, a
unique opportunity arises - the chance to engage in ‘Into
Action Exercises’. These exercises encourage users of the
Storydoers Handbook to extrapolate and apply the lessons
learned to their own local contexts. By identifying and
proposing strategies that fit their environment, readers
actively bridge the gap between theory and practical
implementation.
In essence, the Storydoing Handbook is designed not only
to impart knowledge, but also to facilitate transformative
action. As users navigate the pages, they will traverse the
realms of theory, practice and application, gaining the tools
and understanding needed to embark on their own journey
of digital storydoing within the local tourism landscape.

10
◆ Other local tourism services: A wide range, from farms
to bakeries to breweries, that contribute to the overarching
tapestry of local experiences fostering meaningful
experiences
◆ Supporting organizations of rural entrepreneurship:
incubators, intermediaries organization, mentors...
What unites the Storyders is a shared commitment to
providing customers with experiences that resonate with
their business philosophies, values and the essence of local
tourism. These entrepreneurs are not just service providers;
they are architects of meaningful encounters that capture
the essence of their regions.
Within the pages of the Storydoers Handbook, Storydoers
will find a treasure trove of insights tailored to their unique
needs and aspirations. The handbook will enable them to
translate theoretical concepts into actionable strategies,
fostering a deeper connection between their businesses
and the audiences they serve. By adding narrative depth to
their offerings, Storyders amplify the impact of their
businesses, enhancing not only their own prosperity but
also the vibrancy of their communities.
In essence, the Storydoers Handbook acts as a beacon,
guiding these entrepreneurs along innovative pathways
2.2 Target audience: Engaging the “Storyders”
At the heart of the Storydoers Handbook is its primary
audience, aptly named “Storydoers”. These individuals are
local entrepreneurs whose efforts serve as the cornerstone
of the rural tourism economy. As the driving forces behind
the unique experiences and stories that local tourism thrives
on, Storydoers play a pivotal role in shaping the fabric of
their communities. Storydoers are a diverse group of local
entrepreneurs who contribute to the rich tapestry of rural
tourism. This group includes a range of businesses including
but not limited to:
◆ TA & TO (Travel Agencies & Tour Operators): Crafters of
immersive travel experiences that add narrative depth to
the journey.
◆ Small hotels & guesthouses: Providers of personalised
stays where every corner resonates with local stories.
◆ Restaurants: Culinary masters who create gastronomic
narratives through their menus and ambience.
◆ Tour and mountain guides: Storydoers who infuse
every expedition with historical, cultural and geographical
significance.
◆ Transport companies: Enablers of seamless travel,
connecting travellers to the stories along the way.
◆ Museums: Curators of local heritage, bringing artefacts
to life through compelling storytelling.

11
that enhance their roles as storytellers and curators of local
tourism. Through their engagement with the Handbook,
Storydoers embark on a journey that elevates their
businesses and enriches the journeys of travellers seeking
authentic experiences in rural landscapes.

12
2.3 How to effectively use the manual
A transmedia manual is a comprehensive document that
goes beyond traditional textual content and incorporates a
variety of media elements to create an immersive and
engaging learning experience. It combines various forms of
media such as text, images, video, interactive components
and more, all synergistically orchestrated to present
information in a dynamic and interactive manner. The
essence of a transmedia manual lies in its ability to
communicate complex concepts, instructions or knowledge
by harnessing the synergistic power of different media,
culminating in enhanced comprehension and retention of
information.
In the context of the Storydoers Handbook, the concept of a
transmedia handbook manifests as a convergence of written
explanations and visual illustrations, interwoven with
compelling case studies, interactive activities, relevant
external resources and multimedia presentations. This
amalgamation of media formats results in an enriched and
dynamic learning experience that caters to a spectrum of
learning preferences and styles, while actively encouraging
readers to engage deeply with the material. By harmoniously
integrating a range of media, the transmedia handbook
achieves unparalleled depth in conveying the intricate
facets, practical applications and real-world scenarios
inherent in the subject matter.

13
AnotablefeatureoftheStorydoersHandbookistheinclusion
of a symbol with significant transmedia implications. This
symbol, depicted as a clicking hand, acts as a guiding force,
directing users to interlinked graphic or textual elements
that seamlessly connect to external digital content. These
external resources include a wide range of media, from
videos and manuals to websites and more.
The clicking hand symbol encapsulates the essence of the
manual’s transmedia dimension - a comprehensive
approach that transcends the traditional boundaries of
content delivery. By skilfully linking readers to additional
resources, the manual unfolds a multi-dimensional learning
journey that goes beyond the confines of text alone. This
innovative use of symbolism not only enriches the reader’s
experience,butalsodeepensunderstandingandencourages
the exploration of diverse knowledge and viewpoints.
The clicking hand, a symbol of direction and progression,
aligns seamlessly with the handbook’s overarching mission:
to guide local tourism entrepreneurs into a digital future
driven by innovation and connectivity. As users follow the
clicking hand, they embark on an intertwined expedition
where each link reveals new layers of insight and
understanding. In this way, the transmedia symbol becomes
a tangible representation of the Handbook’s commitment
to providing a comprehensive, dynamic and transformative
learning experience that resonates far beyond the pages of
the Handbook.

14
3. Digital
storydoing for
local tourism
practices

16
The module aims to present the project and to boost the
competitiveness of rural tourism businesses through digital
“Storydoing” in local tourism. Following the drastic effects of
COVID-19 on the tourism industry and the enforced
digitalization during lockdown, many rural tourism SMEs
lag in digital transition. It aims to address this “double digital
divide” by helping these businesses understand and
capitalize on digital opportunities. Storydoing, an innovative
technique that creates engaging experiences reflecting a
company’s narrative, is seen as a crucial tool for these
businesses. However, tools to support Storydoing in local
tourism are lacking. The project will deliver a framework,
training combo, and an open-source manual to equip rural
tourism businesses with digital and social media skills,
digital competences, and community engagement skills.
Ultimately, the project aims to develop a proven model to
enhance the competitiveness of rural businesses in the
tourism sector.
Storydoers mindset Tools
Refer to the specific
Storydoers Training Combo
module for further details.
Page 1
Exclusive event broadcasted
via Facebook Live focusing
on the presentation of the
#Erasmus+
Webinar on Digital
Storydoing for Local
Tourism: Strategies,
Techniques, and Real-World
Case Studies to Enhance
Destination Engagement
and Promotion.

17
The Helga de Alvear Museum, inaugurated in 2021 in Cáceres,
Spain, is a vibrant contemporary art center that fosters
experimentation and community development. With over
200 works, it has established itself as an unmissable tourist
attraction. The museum uses storydoing as an essential tool
for involving the public in the museum’s narrative and
acquainting them with its art.
The Helga de Alvear Contemporary Art Museum deploys its
storydoing strategies through various activities and
platforms: engaging quizzes on Instagram, exciting
challenges on Twitter/X, informative capsules on Facebook,
enriching audiovisual content on Youtube, youth segments
on TikTok, and detailed news about the museum’s activities
via newsletters.
Case Scenario
Museo de Arte Contemporáneo Helga de Alvear
Into Action
Context Context
Proposal Proposal
Based on the scenario presented, identify a local context for
this tool and propose a strategy.

18
A good opportunity to develop rural areas is linked with
tourism, given its potential for jobs and income creation and
for an increased perception of value of endogenous
resources. To this end, the communication by the rural
tourism enterprise should transmit its values, as well as the
offer made available to tourists.
As proven by surveys, contemporary tourists care for
sustainable choices when traveling. The adoption of
sustainable practices must be adequately communicated,
so as to make guests feel involved. In this sense, creative
storydoing can develop unique narratives that engage the
customers, creating a sense of community, inspiring them
to be part in this process.
When choosing which narratives to develop, you should:
1. generate interest, encouraging and empowering visitors
to do their part;
2. be distinctive as to differentiate your content from others;
3. be authentic and related to what visitors will actually find;
4. choose the right time to communicate your messages!
Sustainability in tourism Tools
AITR’s webinar about slow
tourism and walking tourism
AITR podcast about
connection between
responsible tourism and 17
Sdg’s
Page 19

19
IT.A.CÀ: Festival of Responsible Tourism gathers tourists and
local communities giving life to socially innovative initiatives
for the sustainable development of the territories. Focusing
on the issue of responsibility in tourism, the festival has
evolved in more than 15 years, now taking place in 23
locations, with750 partners (associations, tour operators,
DMO, cooperatives and so on).
IT.A.CÀ uses a wide range of strategies for promotion. First of
all, every year the festival has a sustainable sponsor and
invites singers, actors, writers and so on to participate. The
interviews of the partners involved are shared through social
channels. IT.A.CA works with podcasts, newsletters, press
releases and the main social media platforms.
https://www.youtube.com/watch?v=VSMiWzKFjjw
Case Scenario
IT.A.CÀ: Festival of Responsible Tourism is a
unique event of this kind in Italy and Europe.
Into Action
Context Context
Proposal Proposal

20
This module provides readers with important tips and
insights about good story writing. Storydoers will find out
advices on how to create a successful online presentation of
their business. The topic is important as the creation of a
compellingstoryisthecornerstoneofsuccessfullypromoting
one’s business online and attracting potential customers.
The module presents the following top 8 tips for writing a
successful story:
◆ starting with an attractive heading;
◆ continuting with an eye-catching introduction;
◆ developing a concise main part;
◆ answering the six “W”s;
◆ putting stunning images;
◆ impressing with numbers and data;
◆ targeting your audience;
◆ finishing with a memorable ending.
Each component is studied in more detail and concrete
examples are provided on how the suggested tips can be
applied in practice. At the end of the module, readers can
refer to useful links and a good practice example.
How to write a successful
story online
Tools
“How to write a good online
news story” - an article with
useful tips and advices,
published on the website of
the University of Bergen.
“How to grow your tour
company with storytelling”
- an article published on the
website of Regiondo, a
company specialised in the
development of booking
software for tour operators.
Page 27

21
“Etar” is Bulgaria’s only open-air ethnographic museum
which presents the traditional crafts, architecture and
lifestyle of Bulgarians during the National Revival Era of the
late 18th - early 20th centuries. It features samples of houses,
artisan workshops, hydro-powered buildings and facilities
(such as water mills) showing old techniques, occupations,
customs and culture of the locals from the described period.
The story of the museum, featured on its website, covers
most of the tips mentioned in the module. It starts with an
attractive heading, continues with an eye-catching
introduction, develops a concise main part, answers the 6
“W”s (WHAT?; WHEN?; WHERE?; WHO?; WHY?, HOW?),
shows stunning images and videos, impresses with some
interesting facts, and addresses its main target audience.
Case Scenario
Ethnographic Open Air Museum “Etar”
Into Action
Context Context
Proposal Proposal

22
When you want to market experiential tourism products,
you should think of the territories’ resources in terms of
experiences. In the development of your offer you should
keep in mind that the products you sell should meet market
needs; that’s why knowing the characteristics, motivations
and expectations for a trip will help with the product
development and communication. Targeting a type of client
is essential. If you target everyone, you won’t interest anyone.
The experiences you narrate can follow basic storytelling
techniques. First of all, you should focus on the six W of the
story: What | Why | When | How | Where | Who.
Remember:
◆ to stress the uniqueness of your selling points
◆ to focus on impacts: i.e. say “we reduced food waste by
10% over the last year”
◆ to be humble and honest
◆ to make it fun and participatory
◆ to respect the user privacy
Tourism product and
online media
Tools
When you use the right
keywords, you attract leads
that are using those
keywords to generate search
results. SEO is crucial to
helping your tourism
business connect with more
valuable leads.
instagram reels are a useful
instrument to promote your
own products on social
media
Page 39

23
CoopCulture is the biggest cultural and touristic Italian
cooperative, active in 15 regions, focussing on the promotion
of cultural heritage. It designs services especially devised for
museums, exhibitions, libraries and archives. CoopCulture
promotes historical, cultural, archaeological and naturalistic
resources integrated with local products, such as traditional
wine, food and artistic crafts.
CoopCulture makes use of several online tools to promote
touristic products: website, social network, youtube videos,
podcast and so on. Through their youtube channel they can
show many different activities they implement in museums
and tourist destinations.
A good example is the podcast H20 Umbria, created to
promote their itineraries at the discovery of interesting
locations of the region.
Case Scenario
CoopCulture
Into Action
Context Context
Proposal Proposal

24
The module gives an introduction into developing a
communications plan in local tourist business. The plan is
important since it delivers key messages to your audience to
drive positive business results. This plan will frame your
communications with clear objectives and methods to keep
them consistent and results-oriented. It will help you
manage your marketing activities and budget in a better
and efficient way. The module outlines how to set marketing
objectives and define target groups, how to define your
unique selling proposition and brand statement, how to
develop your key messages, how to choose your most
successful communication channels and how to structure
your tactics and campaigns, how to organize your plan of
activities and events. A focus is put on communications plan
metrics to measure the efficiency of planned marketing
activities in the process of implementation. At the end of
the module examples of free online applications are
suggested together with templates of a plan to develop
your in-house communications plan for your local tourist
business.
Communications plan in
local tourism
Tools
Communications plans
templates.
Page 54
HubSpot is a platform
providing a number of free
templates for different
communications plans.
These templates are user
friendly for non-
professionals.

25
Messe Tulln is the biggest event centre and trade fair in
Lower Austria. Here you can visit building and house fair,
health and spa fair, pet animals fair, oldtimers fair and wine
and food fair, etc. In order to attract different targets from
local exhibitors to international companies and also visitors
the Trade fair of Tulln needs a sound and professional
communications plan.
For each type of event the Trade Fair has a dedicated
communications campaign part of their annual
communications plan in Europe. The target audiences and
messages are clearly tailored to reach all groups. The tactics
include digital marketing, out-door, radio and television and
a PR in local and national media. All the events in Messe
Tulln have a strict calendar communicated one year earlier.
Case Scenario
Messe Tulln
Into Action
Context Context
Proposal Proposal

26
The aim of the module is to show how to get the most from
your photos. Photos are great way to show your space, your
activities and products, set guests’ expectations and increase
your sells.
Images are a different art form. They attract easy attention
and can be gazed at, enjoyed, and felt. After price, photos
are the next things visitors look at. Photographs are crucial
elements for all marketing communication tools. Personal
photos help your business to build trust and rapport with
customers.
Photos in Facebook posts get more than 150% of the likes on
average than posts without images. Images are memorable.
People remember 80% of what they see, 20% of what they
read, and 10% of what they hear.
The module is covering information how to format of the
photo, rules for arranging your photo, image file and
resolution, light, available online tools to improve your photo,
some reading recommendations and best practice.
Your best photography Tools
Short article about Phone
Photography and how to
take good photos only with
your phone: 11 Tips & Tricks
Composition Tips for Better
Photos
Page 71

27
The Association is actively involved in creation of a network
of cycling routes and pedestrian routes in the Rhodopes
mountain, Bulgaria, they studied and marked more than
1000 km of forest roads and paths, issued maps and
guidebooks, showed the beauty of the nature with
photographic exhibitions. In their base in the Rhodopes,
they show how people can live in nature with minimal
negative impact.
Bikearea is a wonderful example how photos can be used to
show the beauty of nature, to encourage people to travel to
the beautiful remote places in the Rhodopes Mountain and
to create active community of supporters in Facebook which
participate in trails’ cleaning and other environmental
projects, initiated by the association.
Case Scenario
Bikearea
Into Action
Context Context
Proposal Proposal

28
Page 82
Make your first TikTok video
and join a community of
creative, collaborative, and
trendsetting creators!
11-step training kits: Learn
mobile journalism (MoJo)
from gear purchase to web
broadcast, covering editing,
filming, and more.
Creating an engaging video involves a well-planned
storytelling process. The 5W+1H questions help identify key
story elements: the characters, the unique aspects of the
event or place, the location, the timing, the purpose, and the
progression of the event. The narrative is divided into three
parts: an intriguing introduction, a detailed development,
and an impactful conclusion. Equipment is crucial: a video
camera, stabilizer or gimbal for steady shots, a drone for
aerial footage, a microphone for sound recording, and a
computer or smartphone for editing. Choosing the right
aspect ratio (16:9 or 9:16), shot size, and lighting conditions
affect the overall aesthetics. Post-production involves using
software like Final Cut or Adobe Premiere to assemble, edit,
and enhance the video with music, graphics, effects,
transitions, voice-overs, and color grading. Finally, videos
can be exported in multiple formats (.MOV, .AVI…) and shared
on various online platforms, including social media.
Videoshooting Tools

29
ExtremaduraCuriosaisaprojectfromSantaAmalia(Badajoz,
Extremadura, Spain) that began on social media, aiming to
highlight everything Extremadura offers in terms of nature,
tradition, customs... Among its projects, the Extremaduran
Calendar stands out, revealing Tourist Interest Festivities
and historical curiosities with illustrations by local artists.
Extremadura Curiosa leverages the power of Instagram and
TikTok video content to engage and connect with its
audience. By transforming viewers into protagonists of their
own tales, it fosters an immersive storytelling experience.
Amidst today’s skyrocketing social media video consumption,
the production of captivating audiovisual narratives has
indeed become a paramount endeavor for this initiative.
Extremadura Curiosa
Context
Proposal
Case Scenario Into Action
Context
Proposal

30
Page 105
Narrative Techniques
Webinar for Telling Your
Own Stories and Sharing
Experiences.
Podcasts on YouTube let
creators share their message
and connect with their
audience in new ways.
The module “Podcasting” provides an insight into creating
effective podcasts for Storydoing. Podcasts, which are
collections of audio files delivered to audiences and
subscribers, should tell a compelling story. This involves
identifying participating characters, relevant events, and
great places that make the story unique and constructing
the narrative into three parts: introduction, development,
and conclusion. Podcasting also involves careful preparation
for interviews with relevant questions and a construction of
a story.
For recording, you need to get equipped with at least a
microphone, headphones, an audio interface, a computer,
and a smartphone. Pay attention to your voice and the
recording environment.
Post-production involves assembling and editing the audio
using software, choosing from a range of treatments. Finally,
your podcast can be exported in various formats and shared
on social media or other audio sharing platforms.
Podcasting Tools

31
Founded in 2011, the Monitoring and Coordination Body of
Extremaduran (Spain) works to study and standardize the
Extremaduran language, increase its use, and give it
institutional character. It promotes Extremaduran culture
and defends the unique linguistic forms of Extremadura,
seeking to strengthen its presence in public and digital
spaces such as the Güiquipedia, the Wikipedia in
Extremaduran.
OSCEC strategically employs the increasingly popular
podcast format and radio, very popular in rural areas, to
connect with its community. Through partnerships with
local radio stations, it connects with the audience with
interactive challenges and collaborations. Its flagship
program is “La Corrobra”, a weekly one-hour broadcast fully
dedicated to celebrating the linguistic heritage of
Extremadura.
Órganu de Siguimientu i Cordinación
del Estremeñu i la su Coltura
Context
Proposal
Context
Proposal
Case Scenario Into Action

32
Throughout this module Diesis described the importance of
building an online community: with this expression we refer
to a group of individuals unified by common interests,
opinions, and goals who meet in a virtual space. The module
shows the benefits of building an online community: in fact,
it permits the business owner to expand their sphere of
influence and visibility by growing your network and
audience, to receive feedback from their audience, and a lot
more.
Additionally, you will discover that there are multiple types
of online communities: the main ones being differentiated
by the purpose that brings their audience together.
Moreover, you will be presented a few free community
platforms you could use to start creating your own
community.
After introducing these topics, the module focuses on a
step-by-step guide to help you build your online community,
and finally how to let it grow.
In the last part, the module presents a few examples of
community platforms.
Online community
building
Tools
Josh Meyer shares his
personal experience in
building an online
community, the incredibly
positive effects it had on not
only himself but also the
community he built both
emotionally and financially.
The article explains how
virtual communities can
benefit an organisation,
giving tips on how to create
one, and finally presenting
several best practices for
engaged virtual
communities.
Page 128

33
Blinkoo is an app where the user can discover travel
destinations and organize his/her own travels thanks to the
advices shared by the other travelers present on the app.
Theentirebusinessworksthankstoasolidonlinecommunity.
On Blinkoo users have the opportunity to discover new
places thanks to short videos shot by those who have already
been to those places.
With this app, the users can share pictures of places they
visited: the particularity relies on the fact that together with
the picture the user has to add the location and the link of
the place he/she visited. When the user opens the app, he/
she can scroll the feed as if it was a normal social network,
and eventually make a reservation.
The platform can therefore be used by a business owner to
promote his/her activity, and then create a community of
people visiting that activity.
Case Scenario
Blinkoo
Into Action
Context Context
Proposal Proposal

34
This module provides readers with important information
regarding two popular online platforms for design of
different promotional materials (such as leaflets, flyers,
posters, brochures, newsletters, presentations, photo and
video editing, etc.) – Canva and Figma. The module starts
with a brief overview of the main features of both platforms.
Then, it continues with a comparison between the free and
paid plans of both platforms and the different options
available to users under each package. After that, a short
step-by-step guide presents some of the main functionalities
of the two platforms and how to use them. The topics
covered include registration, choosing available design
templates, interface, image and font editing, apps and plug-
ins. The module concludes by providing links to tutorials for
completing different tasks in both platforms and sample
videos which can be useful for the design of materials related
to tourism.
Online applications for
design
Tools
Video tutorials for using
Canva.
Lessons for using Figma.
Page 152

35
Booking Expo and Holidays is a tour operator/travel agency,
licensed by the Ministry of Tourism of Bulgaria, specialised
and dedicated to the business traveller. The company offers
to its customers a complete package of services related to
their trip: airline tickets, hotel accommodations, transfers,
excursions, daytrips, conference/meeting room
arrangements, dinner arrangements, cocktails and many
more.
The company is using some of the features of Canva,
described in the module, for the design of its promotional
materials (leaflets, posters, presentations, newsletters, social
media posts, photo and video editing, etc.) The company
finds particularly useful the option for directly uploading
and sharing on its social media accounts, the posts designed
in Canva, using the templates available in the platform.
Case Scenario
Booking Expo
Into Action
Context Context
Proposal Proposal

36
Throughout this module Diesis tried to stress out how
important it is to develop a strong online presence for a
tourism business to grow and develop itself. A key element
that can help you succeed in this is storytelling. When you
are developing your online marketing, remember that
digital storytelling goes hand in hand with social media
campaigns. It is therefore fundamental that an online
business working in the tourism sector has to be active on
both social media and travel marketplaces. Social media
nowadays plays a huge role when people plan their trip.
Secondly, being present on travel marketplaces is
fundamental since they provide a business the exposure
and distribution opportunities that are otherwise difficult or
costly for them to get.
After describing this crucial concept, the module focuses on
the importance of optimizing the business’ website: this
means that the website should be, first of all, user-friendly
other than good looking.
How to present your
tourism business online
Tools
The article breaks down
what is Search Engine
Optimization, giving the
reader some tips on how to
properly benefit from it.
In this talk you will learn why
stories are a valuable tool for
shaping consumer
mindsets, beliefs and
behaviour. Then, you will
learn a simple 4-step
process to create your own
stories that connect,
persuade, influence and
overcome confusion.
Page 167

37
Sivola is an Italian online tour operator that offers organised
travels all over the world, choosing the less touristic paths.
The company has been funded by a group of travel bloggers,
showing the importance of having an active presence on
social media, as well as knowing how to present their own
tourism online business in order to grow.
The website features multiple sections with pictures and
videos of past travels, as well as a blog section where the
company publishes short articles on different topics linked
to the destinations they offer. If the website had only the
core section where you can book your vacation, it wouldn’t
be so powerful. Instead, with videos and pictures, you
immediately dive into the experience SiVola wants you to
live.
Case Scenario
SiVola
Into Action
Context Context
Proposal Proposal

38
Throughout this module, Diesis stresses out how pivotal it is
to have a website when owning an online business. As a
matter of fact, your website is part of your business identity
and branding. Furthermore, it allows you to communicate
with your customers and enables them to get in touch with
you.
First thing first, you should invest in having a good domain
name and URL, since it affects how much customers will
trust your website and brand.
Secondly, it is essential to design your website: this can be
done through a variety of softwares, as well as by paying a
developer to work on it. Right after this, you will need to
create and manage appealing content for your website,
especially though images videos, and interactive tools such
as maps or calculators.
Finally, the module presents the reader multiple online tools
to develop in the best way possible their own business’
website.
First steps to build your
website
Tools
The article breaks down how
important is a domain name
for a business, giving tips on
how to understand when a
domain name is a good one,
and finally how to get one.
The video goes over
everything you need to
know about setting up a
website from why creating a
personal one to how to pick
a platform & domain and,
finally, what to do with it
once you have it.
Page 184

39
Fairbnb.coop gives both travelers and locals the opportunity
to participate in a more responsible and sustainable tourism
model by supporting social and ecological projects for the
local communities. Like other platforms, Fairbnb charges a
commission, but instead of keeping it to make profit, half of
used is used to fund a project of the user’s choice in the area
they visit, while the rest is used by Fairbnb to maintain its
network and operations.
In this case, Fairbnb developed and put in practice a website
with a clear domain name and URL: at the same time, this
gives credibility to the platform, and makes it easier for users
to find the website on the internet. Additionally, a clean
layout, as well as the presence of multiple sections, makes
the website more attractive.
Case Scenario
Fairbnb
Into Action
Context Context
Proposal Proposal

40
The Module explains the concept of branding in local tourism
and gives examples of how this could be achieved. As a
marketing tactic, branding gives a personality to your
tourismbusiness.Itgivesyouaname,voice,looks,personality,
and values. The idea is to make the brand appealing to your
clients and thus creating a loyal customer base. A well-
developed brand will give you a differentiation from the
competition, memorability and recognition. A good way to
think about your brand is how your customers feel when
experiencing your tourism products and how they describe
your product/service/experience to their friends and family.
You can attract your target customers without a strong
brand. The content of the module shows you how to create
your value proposition, discusses the main elements of
creating a memorable brand in local tourism and also shows
the power of your web site as a home for your brand. At the
end you will find 15 branding ideas for your tourist business.
Branding in local tourism Tools
Canva is a graphic design
platform for creating social
media graphics and
presentations. Using it one
could create logos and
different communication
materials.
Wix is a platform that
provides cloud-based web
development services. It
allows users to create
websites and mobile sites
through the use of online
drag and drop tools.
Page 198

41
Heuriger Musser is a typical Lower Austrian restaurant that
works only several weeks during the year. It follows a long-
lasting tradition of such restaurants that have been part of a
family run rural business. Usually this small restaurant are
part of a wine cellar or meat production family farm. Heurige
Musser is a brilliant example of applying branding in their
local tourism services.
Heurige Musser is branding its main business and products
sold under the brand Mr. Mangalitza (mangalitza.at) which
is a rare pig breed that was raised in the family farm for
decades. Under Mr. Mangalitza brand the restaurant is
selling on the spot and online wines, gin, vodka, rum,
chocolate bars and t-shirts. The brand is positioned as a
wonderful and high-quality present that you can buy from
the region.
Case Scenario
Heuriger Musser
Into Action
Context Context
Proposal Proposal

42
Through participatory mapping the community can better
understand the need to qualify, preserve, build, enhance
and promote the landscapes for the well-being of residents,
visitors, and potential new inhabitants. Such initiative
consists in the creation of maps based on the direct
involvement of local communities, allowing to identify all
the sites of interest and to avoid the risk of underestimating
the local attractors. The mapping must be participated,
because both the external experts and the representatives
of the local community must participate, allowing to
overcome differences of perception.
Elements of curiosity for tourists can be the typical agri-food
products of the area, the products of traditional crafts, street
food, clothing, ancestral medicine, religious beliefs, local
festivals, symbolic places, naturalistic rarities, animals. But
not only. Even small private collections made by lovers of
flowers,rocks,fossils,photographs,clothescanbeinteresting.
Treasure map -
participatory mapping
Tools
AITR’s webinar about
treasure map - participatory
mapping
Territori intraprendenti
description of the
partecipatory mapping of a
new path
Page 219

43
TerritoriintraprendentiisoneoftheoutputsoftheRockability
project, aiming at providing new opportunities for the
development of the territory through slow and responsible
tourism, of which Cascia is the first Italian district. Rockability
promotes an active space of relationship and action in
Roccaporena di Cascia to transform and regenerate the area
starting from its identity elements.
Through a constant dialogue between partners and
communities, the Rockability project has implemented in
Cascia (Umbria) a map of opportunities and itineraries that
is progressively fed by the community. The HUB gathers the
socio-cultural capital of the territory, making it possible to
identify a set of common assets in which to act as
collaborating co-actors and to co-design activities.
Case Scenario
Territori intraprendenti Cascia
(Rockability project)
Into Action
Context Context
Proposal Proposal

44
The Module focuses on experiential tourism and its
applications. Experiential tourism represents a paradigm
shift in the travel industry, transforming travelers into active
participants rather than passive observers. By placing the
tourist at the center of the story, this emerging trend creates
unforgettable memories and fosters a deeper connection to
thedestination.Forlocaltouristentrepreneurs,incorporating
experiential elements can help them enhance their business
and attract more visitors. The module gives 7 examples of
experiential tourism such as: History Revival; Unique Nature
Tours; Sports and Adventures; Music Connects People; Folk
Dancing; Food Experience; Virtual Reality. Experiential
tourism grants the power to travelers to actively shape their
journeys, offering deeper connections with people, cultures,
and the environment. By becoming the main actor of their
travel stories, tourists forge unforgettable memories and
meaningful experiences that enrich their lives forever.
Tourists as main actors in
the story
Tools
Time Travel Vienna is a
modern museum which
puts the tourist in the centre
of the story and the action
using state-of-the art visual
effects.
A modern museum in
Vienna that puts the
children and visitors in the
centre of the experiment
and the story.
Page 227

45
Museum Gugging is one of the most interesting tourist
attraction near Vienna in the small town of Maria Gugging.
It is an ex psychiatric clinic that started in 1950 to apply art
therapy for its patients. The great talent of the patients
attracted the attention of the most famous artists in the
world and it became inspiration for the collaboration of
David Bowie and Brian Eno.
The museum wanted to create a memorable experience for
the visitors and set up an art atelier. It is an open studio for
anyone who wants to try out their skills in the arts. It does
not demand any specific quality standards or artistic know-
how. The point is to work unencumbered, experiment with
new ideas. Here, the Gugging Artists have worked side-by-
side with creative guests from Austria and abroad.
Case Scenario
Museum Gugging
Into Action
Context Context
Proposal Proposal

46
The aim of the module is to show how the process of turning
needs into activities in tourism can involve mutuality, shared
interests, and collaboration between stakeholders. The main
topics covered by the module are:
◆ Joint promotion: By working together, stakeholders can
promote the destination, products, and services in a more
effective and efficient manner.
◆ Collaboration with other stakeholders: By collaborating
with other stakeholders in the tourism industry, such as
local businesses, hotels, and tour operators, stakeholders
can offer more comprehensive and attractive packages to
tourists.
◆ Organizingmutualeventsandcampaigns:Byorganizing
joint events and campaigns, stakeholders can create
unique and memorable experiences for tourists and
showcase the destination in a positive light.
◆ Partnership as a way to add value: By forming
partnerships, stakeholders can add value to their offerings
and provide tourists with an enhanced travel experience.
From needs to actions Tools
Short inspirational video
how collaborative leadership
delivers sustainable
innovation.
Free online training “The
Long Run Strategic
Planning”. This training
course focuses on strategic
planning to enable tourism
businesses to expand their
positive impact and become
more resilient.
Page 239

47
“KvARTal Festival” is inspiring cultural festival with numerous
locations in the capital’s art district, located within the small
streets of the old city of Sofia, Bulgaria. “KvARTal” is a project
on the idea of DOMA
Art Foundation and represent a
wonderful partnership between several cultural
organisations, residents and businesses in the area of the
festival.
Thanks to the collaboration with numerous organizations
working in the old part of Sofia, once known as the Jewish
Quarter, the festival manages to organise plenty of events in
over 60 locations in this old quartier of Sofia: a lot of music,
film screenings, creative workshops, exhibitions, installations
and theatrical performances.
Case Scenario
Kvartal Festival
Into Action
Context Context
Proposal Proposal

48
At the end of our exploration, the Storydoers Handbook
brings together a tapestry of ideas, strategies and potential
for digital storydoing in local tourism. This resource acts as a
bridge between concepts and practical applications, shining
a light on how narrative, technology and collaboration can
breathe new life into rural economies.
Our journey through these pages isn’t just a theoretical
exercise - it’s a practical guide. Filled with real-world
practices, tools and exercises, the handbook empowers local
entrepreneurs, or ‘storyders’, to turn ideas into action. The
clicking hand symbol, which appears throughout the
handbook, represents a pathway to external digital content,
emphasising that learning and innovation don’t stop at this
point, but remain interconnected and in constant evolution.
Think of this handbook as a meeting point of different
disciplines, each contributing to a bigger picture. It’s not just
about learning, it’s about impact. Digital storydoing isn’t just
a buzzword - it’s a way for local businesses to revitalise and
thrive. Through this approach, entrepreneurs create
experiences that aren’t just transactional, but meaningful,
and foster a sense of community engagement that ripples
4. Conclusions through local areas.
So as we close this handbook, we open a door to the future.
It’s a future where local stories are amplified by technology,
where local tourism businesses don’t just survive, they thrive.
The Storydoers Handbook is not an endpoint; it’s the
beginning of a journey where we use narrative to shape
economies, where digital tools become our allies, and where
rural landscapes become vibrant hubs of innovation and
community.

Storydoers Handbook

Recommended

Recommended

More Related Content

Similar to Storydoers Handbook

Similar to Storydoers Handbook (20)

More from Storydoers

More from Storydoers (8)

Recently uploaded

Recently uploaded (20)

Storydoers Handbook