Destination Marketing: The Power of the Female Myth to Build Societies and the Personality of Tourist Destinations

Abstract

This article covers, on the one hand, the importance that myths, in this case, female myths, can have in shaping the personality of the tourist destination and, on the other, as endogenous resources and poles of attraction in the territories. To explore the subject, three Irish female myths from different but very popular periods are analysed: Molly Malone, Grace O’Malley and Constance Markievicz. A survey of Irish descendants has been carried out to determine elements of humanisation, empathy, legacy and interest in female myths. Finally, the article closes with the results obtained. These allow for the construction of common guidelines for destination marketing managers to build more competitive destinations. Also to cover unsatisfied needs of visitors, such as myth tourism or metempsychotic travel.