Marketing the past: the use of cultural heritage and storytelling in Palma de Mallorca’s boutique hotels

Abstract

[eng] This thesis explores the strategic use of cultural heritage and digital storytelling in the marketing strategies of boutique hotels in Palma de Mallorca. Focusing on the historical significance and unique characteristics of these establishments, the study investigates how storytelling through social media can create a competitive advantage. The research encompasses a comprehensive review of boutique hotels' defining features, the impact of social media marketing, and the principles of effective storytelling. By analyzing the Instagram posts of boutique hotels in Palma, the study identifies prevalent themes and assesses the correlation between storytelling content and the hotels' star ratings. The findings reveal that higher-rated hotels are more likely to utilize their historical and cultural heritage in their marketing efforts, highlighting a disparity in resource allocation and marketing strategy effectiveness. This thesis concludes that integrating authentic and emotionally engaging narratives can significantly enhance a hotel's appeal, fostering deeper connections with guests and driving brand loyalty.