Personal branding and storytelling: tales from the Tourism ESP classroom
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
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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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 |
format |
article |
status_str |
publishedVersion |
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 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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 |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137681632919552 |