Personal branding and storytelling: tales from the Tourism ESP classroom

Detalhes bibliográficos
Autor(a) principal: Balula, Ana
Data de Publicação: 2020
Outros Autores: Vasconcelos, Sandra
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10773/30476
Resumo: Today, the pervasiveness of technology in everyday interactions is mirrored by the pressing need to establish strong personal brands, that can be customized and projected across multiple digital platforms. As recruiters canvass social networks looking for prospective candidates, having a distinct and consistent personal brand is decisive in standing out, particularly in highly competitive global industries, such as tourism. As part of a high-in-demand, service-centred industry that relies heavily on multinational and adaptable teams, tourism professionals are increasingly required to be effective and creative communicators, who can not only interact with guests and stakeholders but also project a positive image of their employer. Based on these premises, this paper describes a strategy designed to develop tourism students' personal branding skills through the use of digital storytelling techniques and the production of video-based personal pitches. Framed by a theoretical rationale and an entry questionnaire, this strategy is currently being implemented in an English for Specific Purposes course, involving multiple workshops and a critical viewing session that will ultimately help tourism and hospitality students create professional pitches that are aligned with the industry's current recruitment trends.
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spelling Personal branding and storytelling: tales from the Tourism ESP classroomPersonal brandingStorytellingTourism educationTeaching/learning strategiesESPToday, the pervasiveness of technology in everyday interactions is mirrored by the pressing need to establish strong personal brands, that can be customized and projected across multiple digital platforms. As recruiters canvass social networks looking for prospective candidates, having a distinct and consistent personal brand is decisive in standing out, particularly in highly competitive global industries, such as tourism. As part of a high-in-demand, service-centred industry that relies heavily on multinational and adaptable teams, tourism professionals are increasingly required to be effective and creative communicators, who can not only interact with guests and stakeholders but also project a positive image of their employer. Based on these premises, this paper describes a strategy designed to develop tourism students' personal branding skills through the use of digital storytelling techniques and the production of video-based personal pitches. Framed by a theoretical rationale and an entry questionnaire, this strategy is currently being implemented in an English for Specific Purposes course, involving multiple workshops and a critical viewing session that will ultimately help tourism and hospitality students create professional pitches that are aligned with the industry's current recruitment trends.Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro2021-02-03T10:01:01Z2020-11-26T00:00:00Z2020-11-26info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10773/30476eng1645-926110.34624/rtd.v0i34.22423Balula, AnaVasconcelos, Sandrainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:58:54Zoai:ria.ua.pt:10773/30476Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:02:34.765785Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Personal branding and storytelling: tales from the Tourism ESP classroom
title Personal branding and storytelling: tales from the Tourism ESP classroom
spellingShingle Personal branding and storytelling: tales from the Tourism ESP classroom
Balula, Ana
Personal branding
Storytelling
Tourism education
Teaching/learning strategies
ESP
title_short Personal branding and storytelling: tales from the Tourism ESP classroom
title_full Personal branding and storytelling: tales from the Tourism ESP classroom
title_fullStr Personal branding and storytelling: tales from the Tourism ESP classroom
title_full_unstemmed Personal branding and storytelling: tales from the Tourism ESP classroom
title_sort Personal branding and storytelling: tales from the Tourism ESP classroom
author Balula, Ana
author_facet Balula, Ana
Vasconcelos, Sandra
author_role author
author2 Vasconcelos, Sandra
author2_role author
dc.contributor.author.fl_str_mv Balula, Ana
Vasconcelos, Sandra
dc.subject.por.fl_str_mv Personal branding
Storytelling
Tourism education
Teaching/learning strategies
ESP
topic Personal branding
Storytelling
Tourism education
Teaching/learning strategies
ESP
description Today, the pervasiveness of technology in everyday interactions is mirrored by the pressing need to establish strong personal brands, that can be customized and projected across multiple digital platforms. As recruiters canvass social networks looking for prospective candidates, having a distinct and consistent personal brand is decisive in standing out, particularly in highly competitive global industries, such as tourism. As part of a high-in-demand, service-centred industry that relies heavily on multinational and adaptable teams, tourism professionals are increasingly required to be effective and creative communicators, who can not only interact with guests and stakeholders but also project a positive image of their employer. Based on these premises, this paper describes a strategy designed to develop tourism students' personal branding skills through the use of digital storytelling techniques and the production of video-based personal pitches. Framed by a theoretical rationale and an entry questionnaire, this strategy is currently being implemented in an English for Specific Purposes course, involving multiple workshops and a critical viewing session that will ultimately help tourism and hospitality students create professional pitches that are aligned with the industry's current recruitment trends.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-26T00:00:00Z
2020-11-26
2021-02-03T10:01:01Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10773/30476
url http://hdl.handle.net/10773/30476
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1645-9261
10.34624/rtd.v0i34.22423
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dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro
publisher.none.fl_str_mv Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro
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