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Storytelling & Destination Branding the Danish case “Tales of The Limfjord ”. Anette Therkelsen Tourism Research Unit Aalborg University. Outline. Background 5 Nordic case studies Purpose of Danish case study Theoretical framework Analysis – ”Tales of the Limfjord” - PowerPoint PPT Presentation
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Storytelling & Destination Branding THE DANISH CASE “TALES OF THE LIMFJORD”
Anette Therkelsen
Tourism Research UnitAalborg University
TRU seminar15 April 2010
Outline•Background
▫5 Nordic case studies•Purpose of Danish case study•Theoretical framework•Analysis – ”Tales of the Limfjord”
▫characteristics of storytelling practices▫stakeholder relations
•Future research perspectives
Background: A Nordic Project A two-year NiCe-sponsored project: ”Storytelling and Destination Development”
Purpose:Can stories be used for developing and marketing Nordic
tourism destinations and make them more attractive on international tourist markets?
Partners:• Handelshögskolan BI, Oslo, Norway• Hanken Svenska Handelshøgskolan, Vasa, Finland • Icelandic Tourism Research Centre, Akureyri, Island • University West, Trollhättan, Sweden• Aalborg University, Denmark
Purpose of Danish Case StudyInvestigate whether the storytelling project”The Tales of the Limfjord” is instrumental inbranding the Limfjord as a tourism destination
▫Internally (stakeholder perspective): management, stakeholder involvement, ownership
▫Externally (market perspective): market communication, storytelling events
THEORETICAL MODEL - STORYTELLING AND DESTINATION DEVELOPMENTSTAKEHOLDERS(local/non local)
STORYTELLING PROCESS
OUTCOME OF STORYTELLING PROCESS (year 1, 2, 3…)
DESTINATION DEVELOPMENT
A - Initiators- Decision makers- Owners
A Agenda setting- Theme- Stories / participants - Target groups- Financing
Further concept development- Storyline & comm.- Servicescape design- Number & type of storytellers/locations- Packaging
Marketing output- Earnings- Number & types of guests- Media coverage
Inter-organisational outcome- Cooperation- Knowledge & skills
Economic- New ventures- Extend season- Destination brand
Socio-cultural- Employment- Training- Infrastructure- Image & identity
EnvironmentalStrengthen / weaken / no change
B Steering committee
Combination of A & C stakeholders
B Design of storytelling concept- Storyline- Servicescape design- Program/ packaging- Market comm.- Souvenirs
C - Storytellers- Location providers- Service providers
C Implementation- What? How? Where?- When? Why?
Data •12 interviews w. stakeholders & storytellers•6 observations of storytelling events
”Tales of the Limfjord”
• Launched 2005• Niche product• 34 stories in the
main season• 5 themes• 5000 visitors pr.
year (2009)• Target group:
Danish couples 45+
Storytelling in Tales of the Limfjord• Story content & composition
▫Facts (mediated through fiction)▫Place attachment▫Walk & talk – engaging breaks▫Beginning-middle-end + dressing up▫Stories enhanced by taste of products
• The storyteller▫Place belonging & pride▫Passion and personality▫No manuscript – adjust to tourists▫Personal contact & interaction w. tourists
Single stories or overall story frame •Single stories sought connected through
broad themes•No overall story frame that brands the
destination
Storytelling in Tales of the Limfjord•Product level
▫The individual stories have many qualities▫An overall story framework non-existent •Promotion level• No storytelling based promotion
No strategic destination branding effort – WHY?
THEORETICAL MODEL - STORYTELLING AND DESTINATION DEVELOPMENTSTAKEHOLDERS(local/non local)
STORYTELLING PROCESS
OUTCOME OF STORYTELLING PROCESS (year 1, 2, 3…)
DESTINATION DEVELOPMENT
A Initiators & Decision makersTourist officesPoliticiansMuseum
A Agenda setting5 broad themesStories identified by tourist 0ffices Financing: tourist offices not storytellersTarget groups: DK 45+
Further concept developmentLimited – top-down info
Marketing outputLimited earnings5000 guests at x events
Inter-organisational outcomeCoop. bxt. A & B Top-down info from A/B to C No coop bxt storytellers Knowledge & skillsUse & exchange of local knowledge among A & BLimited generation of new knowledge
Use of knowledge among C, no exchange
Economic- New ventures - Extend season- Destination brand
Socio-cultural- Employment- Training- Infrastructure- Image & identity
EnvironmentalStrengthen / weaken / no change
B Steering committee
Not a combination of A & C stakeholders
B Design of storytelling conceptNo overall storylineNo servicescape designProgramming through themes Market comm. not integrated w. product
C StorytellersMuseums, nature guides, private companies, local volunteers
C ImplementationIndividual storiesElements of servicescapeProgramming not practised
Further research perspectives•Storytelling & experiences
▫Before, during, after -framework▫Co-creation
•Communicative strategies of storytelling▫Building a storyline (message, phases,
characters) authenticity (facts/fiction), semiotics (icon, index, symbol & myth-making)
•Knowledge dynamics of a storytelling network▫Use/generation of knowledge, local/distant
knowledge,mobility/anchorage of knowledge