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