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Storytelling & Destination Branding the Danish case “Tales of The Limfjord ”

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”

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Storytelling & Destination Branding the Danish case “Tales of The Limfjord ”

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  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 • HankenSvenskaHandelshøgskolan, 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

  6. ”Tales of the Limfjord” • Launched 2005 • Niche product • 34 stories in the mainseason • 5 themes • 5000 visitors pr. year (2009) • Target group: Danish couples 45+ • Data • 12 interviews w. stakeholders & storytellers • 6 observations of storytelling events

  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 www.visitlimfjorden.com

  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 • Productlevel • The individualstories have manyqualities • An overall story frameworknon-existent • Promotion level • Nostorytellingbased promotion Nostrategic destination brandingeffort – WHY?

  10. THEORETICAL MODEL - STORYTELLING AND DESTINATION DEVELOPMENT

  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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