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The article is divided into four main themes: (a) storytelling as a tool to attract tourists; (b) the role of the storyteller; (c) the tourist as a storyteller; and (d) what makes a good story. The Hoshin Kanri Matrix was used to showcase each of the main themes. Although storytelling has been widely used to attract tourists, it is crucial that tourist-based storytelling can be a credible substitute for destination-based storytelling, as empathy, authenticity and the emotional attachment of tourists as storytellers play an important role as \u201cgood stories,\u201d transforming and co-creating their experiences that emerge from the interaction of tourists, residents, and intermediaries.<\/jats:p>","DOI":"10.1177\/10963480241251450","type":"journal-article","created":{"date-parts":[[2024,5,14]],"date-time":"2024-05-14T07:00:35Z","timestamp":1715670035000},"page":"688-704","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":11,"title":["Is a Good Story Enough? A Critical Analysis of Storyteller Roles in Tourism"],"prefix":"10.1177","volume":"49","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6613-8796","authenticated-orcid":false,"given":"Ant\u00f3nio Carrizo","family":"Moreira","sequence":"first","affiliation":[{"name":"Department of Economics, Management and Industrial Engineering and Tourism, University of Aveiro, Aveiro, Portugal"},{"name":"Research Unit on Governance, Competitiveness and Public Policies, University of Aveiro, Portugal"},{"name":"Institute for Systems and Computer Engineering, Technology and Science, Porto, Portugal"},{"name":"Research Center for Business Sciences, Universidade da Beira Interior, Covilh\u00e3, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4044-0030","authenticated-orcid":false,"given":"Rui Augusto da","family":"Costa","sequence":"additional","affiliation":[{"name":"Department of Economics, Management and Industrial Engineering and Tourism, University of Aveiro, Aveiro, Portugal"},{"name":"Research Unit on Governance, Competitiveness and Public Policies, University of Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4117-3122","authenticated-orcid":false,"given":"Manuel Jorge Nunes","family":"de Sousa","sequence":"additional","affiliation":[{"name":"Cooperativa de Actividades Art\u00edsticas CRL, Porto Portugal"}]}],"member":"179","published-online":{"date-parts":[[2024,5,14]]},"reference":[{"key":"e_1_3_3_2_1","doi-asserted-by":"crossref","unstructured":"Bassano C. 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