Traveling is a story
The Canadian Tourism Commission’s path to purchase includes a “movie creation” step. It’s where the visitor imagines the trip she’s about to take. She’s imagining the story she will be part of.
http://en-corporate.canada.travel/sites/default/files/pdf/ctc_global_comm_plan_2011-final_en.pdf
A destination is a stage
In essence, a destination is the stage of the vacation story a consumer experiences.
