ABSTRACT
This chapter argues that stories and storytelling are a core link between media and tourism and it will describe a storytelling framework for tourism that outlines the different roles that stories play in tourism and the different types of stories that are connected to tourism. It will demonstrate the use of the storytelling framework to analyse and understand how travellers use stories in their social media travel posts. The chapter will conclude by suggesting ways to further develop theoretical approaches in tourism from a storytelling approach.
