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e-storytelling & product personality

mapping

Dr Aise Kim

Senior Lecturer in Tourism Management, UniSA

Aise.Kim@unisa.edu.au

Tel: 8302 0444

Homepage: http://people.unisa.edu.au/aise.kimResearch Centre: http://www.unisa.edu.au/Research/TourismLeisure/

• The power of E-Storytelling• It is related to the image of your company, destination image, tourist

experience, memory, & emotional experience.

• It will affect tourists’ decision-making process

• What is your story?

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E-Storytelling – message, channel, & audience• Who is your market?

• What?

• Emotion vs cognition

• About what/theme? • Your life story, imagination, local heroes/myths, sense of place/terroir, sensory,

emotion, etc.

• How to structure? • A logical sequence, a historical timeline, tension/drama-oriented, multiple stories,

personality/identity-based,

• Which?/Where to facilitate?• Multi-Sensory Media (e.g. 360 virtual reality)

• How to engage? • Consumer engagement? Blog, social media, photo competition, prize competition, the best

comment/story competition, etc.

How has Yalumba changed their e-marketing?

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Before Afterhttps://www.yalumba.com/

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How has Yalumba changed their marketing?New change in e-marketing • Storylines – about wine makers/places/wine • Moving from dark/old style of the website design to sensory-based

image/focused message/bigger image with sense of place & wine makers

Weakness?• Content-oriented vs more imagination??• The plain factual information• What is their personality?• Any emotional engagement?

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Different approaches to storytelling

• The hero’s journey - Taking the audience on a journey• The mountain story – mapping the tension and drama in a story

• Creating different emotional journeys –• Creating hope and excitement• Showing how the business owner overcame a series of challenges• Showing the benefit of taking adventures• Encouraging audience engagement • Engaging mystery, adventure, excitement, as well as responsibility

(Source: http://teq.queensland.com/industry-resources/how-to-guides/storytelling)

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Unleash your spirit & be local hero~! https://www.outbackpioneers.com.au/

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SWOT analysis

Strengths

• Catch the morning coach yesterday! Bring your imagination

• Soak in the outback surroundings -> sense of place

• Explore, stay, and plan – using “verbs” helps for tourists to engage in the tour activities from a tourist’s viewpoint

Weaknesses

• The website structure of photo gallery

• Social media connection

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Duvine– where bike meets wine & food & culture

• https://www.duvine.com/duvine-difference/

• The Petal approach involves a series of stories that relate to a central theme.

• All different stories are connected to the theme.

• Bike, eat, drink, and sleep

https://www.duvine.com/duvine_staff/alice-walton-2/

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• https://www.duvine.com/where-in-the-world-is-andy/

• Can you feel Andy’s personality?

WHERE’S ANDY?

Product identity/personality mapping

• Brand(product) identity vs brand(product) personality • The qualities, values, beliefs, personality, characters, looks.

• The brand (name, logo, tone, symbols, typeface, slogan) reflects the core value(essence) of the business

• What is your personality?• The personality of a brand or a destination is identified by a set of

human characteristics associated with that brand or destination

• Same products but how can we differentiate our products from other similar competitors?

• Profiling & matching the image of your product with destination image from tourists’ point of view

Source: http://home.mysmark.com/en/destinationpersonality-chinese-tourists-ireland/

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Same pancake around the world? How can we make it different?

Food personality – intangible

• “Are you looking for a new way to highlight your destination’s or company’s food and drink experiences”

• Source: http://www.worldfoodtravel.org/food-personality/

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Food destination personality• Certain destinations exhibited PsychoCulinary profiles.

• USANew York City: Gourmet, Trendy and SocialSan Francisco: Localist, Organic and Innovative

• CanadaToronto: Localist, Eclectic, OrganicVancouver: Authentic, Localist, Organic

• United KingdomLondon: Eclectic, Gourmet, AuthenticEdinburgh: Localist, Eclectic, Gourmet

• AustraliaSydney: Eclectic, Authentic, Trendy

• ChinaHong Kong: Authentic, Adventurer, GourmetShanghai: Authentic, Eclectic, Trendy

• MexicoMexico City: Authentic, Social, Trendy Source: http://www.worldfoodtravel.org/food-

personality/

Trip Matcher based on personality

• A new trip matcher based on an individual’s personality

• Take a quiz to find out your personality and then match with different types of houses

Source: https://press.atairbnb.com/tripmatcher/

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Airbnb Trip Matcher

Can you find your brand/product personality?• http://brandpersonalityquiz.com/

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Different approaches to e-storytelling

• The local hero’s journey

• The mountain story

• The pedal approach

• Product identity/personality mapping

What to do?

• Image of South Australia?

• Image of your company?

• Your company’s personality?

• Q: How would you promote the image of your destination and your business through personality-based image?

• Questions & research project for analysing case studies & understanding consumer behavior

• Please contact Aise at Aise.Kim@unisa.edu.au