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Storytelling & Destination Branding THE DANISH CASE “TALES OF THE LIMFJORD” Anette Therkelsen Tourism Research Unit Aalborg University TRU seminar 15 April.

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Presentation on theme: "Storytelling & Destination Branding THE DANISH CASE “TALES OF THE LIMFJORD” Anette Therkelsen Tourism Research Unit Aalborg University TRU seminar 15 April."— Presentation transcript:

1 Storytelling & Destination Branding THE DANISH CASE “TALES OF THE LIMFJORD” Anette Therkelsen Tourism Research Unit Aalborg University TRU seminar 15 April 2010

2 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

3 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

4 Purpose of Danish Case Study Investigate whether the storytelling project ”The Tales of the Limfjord” is instrumental in branding the Limfjord as a tourism destination ▫Internally (stakeholder perspective): management, stakeholder involvement, ownership ▫Externally (market perspective): market communication, storytelling events

5 THEORETICAL MODEL - STORYTELLING AND DESTINATION DEVELOPMENT STAKEHOLDERS (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 Environmental Strengthen / 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?

6 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+

7 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

8 Single stories or overall story frame Single stories sought connected through broad themes No overall story frame that brands the destination

9 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?

10 THEORETICAL MODEL - STORYTELLING AND DESTINATION DEVELOPMENT STAKEHOLDERS (local/non local) STORYTELLING PROCESS OUTCOME OF STORYTELLING PROCESS (year 1, 2, 3…) DESTINATION DEVELOPMENT A Initiators & Decision makers Tourist offices Politicians Museum A Agenda setting 5 broad themes Stories identified by tourist 0ffices Financing: tourist offices not storytellers Target groups: DK 45+ Further concept development Limited – top-down info Marketing output Limited earnings 5000 guests at x events Inter-organisational outcome Coop. bxt. A & B Top-down info from A/B to C No coop bxt storytellers Knowledge & skills Use & exchange of local knowledge among A & B Limited 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 Environmental Strengthen / weaken / no change B Steering committee Not a combination of A & C stakeholders B Design of storytelling concept No overall storyline No servicescape design Programming through themes Market comm. not integrated w. product C Storytellers Museums, nature guides, private companies, local volunteers C Implementation Individual stories Elements of servicescape Programming not practised

11 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


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