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

Slides:



Advertisements
Similar presentations
SECTOR PROGRAMME ON TOURISM. Will be done by consultant, Nordic Marketing Financed from Barents 2010.
Advertisements

Water Integrity Capacity Building Programme: Outcomes and lessons learned from SADC regions SIWI WGF & CapNet UNDP 29 May A3.
Sustainability Planning Pat Simmons Missouri Department of Health and Senior Services.
International Cases in Sustainable Travel & Tourism © Benckendorff & Lund-Durlacher (Eds) International Cases in Sustainable Travel & Tourism Back to the.
Lobbying for Food Security: FAO advocacy interventions
RIS LAUNCH CONFERENCE Ljublijana, June 6, 2005 Gains of the RIS West Romania Process throughout the IRE Secretariat Support Raluca CIBU-BUZAC Head of International.
TRAIN FOR FUTURE MALTA, April 2008 MODULE: PROMOTION AND MARKETING Assoc.prof. Todorka Kostadinova, Ph.D.
LOCAL SYSTEM OF INNOVATION CENTERED ON AUDIOVISUAL PRODUCTION Marcelo Matos Fluminense Federal University and RedeSist - IE/UFRJ.
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region” Agora - Network Sustainable Tourism Development in the Baltic Sea Region.
The Nordic Council of Ministers KEN FORUM 2013, Cape Town.
CrossTour Fair “A Danubian Al-TOUR-native Dream” January 2012
15 April Fostering Entrepreneurship among young people through education: a EU perspective Simone Baldassarri Unit “Entrepreneurship” Forum “Delivering.
Hidalgo County November Visit us at for more information. Who we are RSTEC is a public/private non-profit member-driven organization.
Project part-financed by the European Union Project ideas for the Baltic Sea Region Programme Innovation strategies in the BSR perspective Workshop.
Visit Jacksonville President’s Report Tourist Development Council Meeting August 2014.
Connecting education diplomacy concepts to models and best practices Some insights from NORRAG’s experience Mònica Serlavós Education Diplomacy Day 7 October.
The First St. Petersburg Business incubator The First St. Petersburg Business Incubator REO «Service» managing company +7 (812)
VARNA FREE UNIVERSITY “CHERNORIZEC HRABAR” VARNA FREE UNIVERSITY “CHERNORIZEC HRABAR” PROJECT MEETING Network of competence centres for the development.
Wellbeing, Innovation and Responsibility in Tourism Tamara Rátz, PhD Kodolányi János University of Applied Sciences Hungary Research supported by the Bolyai.
Ioannis Ch. Saridakis Chemical Engineer ELOT, Hellenic Organization for Standardization Initial meeting, Athens, 11 May 2010 AgriTourNet /ELOT May 2010.
DIVISION Landstingsdirektörens stab Coral Interreg Europe proposal Project proposal addresses objective 1.2 of the Interreg Europe Programme: Improve the.
Slide 14.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 14 Public Sector and Policy.
Chapter 14 Public Sector and Policy
Visitor Economy Strategy Update – September 2008.
2013 Annual Strategic Action Plan Evaluation. Overview Background Role of SAP Implementation Evaluation process Council feedback Enhancement of SAP.
Innovation Systems Research Network MCRI Theme III: Social Inclusion and Civic Engagement David A. Wolfe, Ph.D. Program on Globalization and Regional Innovation.
At the World Tourism Organization (UNWTO) New Strategy Agenda Item 3 Annex 3 TOI Annual General Meeting Geneva, 27 October 2008.
1 “Promote Indigenous development by enhancing local Branding through primary, secondary and tertiary economic sector Cluster and Innovation Node ” BrandINode.
TOURISM MANAGEMENT AND MARKETING Ing. Andrea HOLEŠINSKÁ Department of Regional Economics and Administration
Slovenian tourism development compared to opportunities of Macedonian tourism development Dimitrij Piciga M.Sc. Director of the Slovenian Tourist Board.
Local Entrepreneurship Policy: The Festival of Lights of Frederikshavn Lucio Carlos Freire, PhD Candidate Dept. of Planning & Developement Aalborg University.
Funded by European Commission GA Prospects for Farmers‘ Support: Advisory Services in European AKIS (PRO AKIS) EU FP 7 coordination and support.
Tourism and Leisure Services R&D programme Funding for Innovative Tourism and Leisure Service Concepts.
The Third Research Seminar at SERNOC Helsinki, Finland of April 2012 Private- and public sector partnership in community-based entrepreneurship Anne.
Quality Management in Web-based Learning - A Finnish perspective Kristiina Karjalainen Lappeenranta University of Technology EDEN Conference 22 June 2005.
Henrik Halkier– Regional Development, Place Branding and Tourism - exploring dilemmas of process and strategy 1. Arguments 2. Conceptualisation.
Diskusijas seminārs ar Latvijas partneriem , Jelgava.
Role of the cities in integrated regional development Mrs Dorota Lasocka – Kielce City/Poland Date:
InWEnt | Qualified to shape the future Partnership for Building Capacities Development Leadership Program (DLP) Proposed Meeting with SPC By.
Nordic Council of Ministers Information Office in St. Petersburg 2012.
Eurostat/UNSD Conference on International Outreach and Coordination in National Accounts for Sustainable Development and Growth 6-8 May, Luxembourg These.
The Next Phase: A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia.
Hanken Svenska handelshögskolan / Hanken School of Economics
W w w. b a l t i c m a s t e r. o r g Rønne, Bornholm, 7 september 2006 w w w. b a l t i c m a s t e r. o r g.
THE TASTE OF NORTH JUTLAND Food, production, experience and place Henrik Halkier, Tourism Research Unit –
François Josserand European Policies Research Centre (EPRC) University of Strathclyde Interregional cooperation Lessons from Nordic-Scottish projects.
Danish Agricultural Advisory Service National Centre The adviser as important mediator of research and innovation in organic farming. Differences in organic.
Food tourism: Practices and strategies Introducing an ongoing research project Henrik Halkier– Laura James –
Dr. Kristin Lamoureux, Executive Director, International Institute of Tourism Studies, George Washington University.
Citizen Stewardship Outcome Kick Off Meeting 11/18/2014.
UNIVERSITY OF KRAGUJEVAC GOOD PRACTICE FOR INTERNATIONAL RELATIONS OFFICES.
ASATA PRESENTATION 23 June Some facts about 2010 Record 204 countries participating visitors expected in SA 4 out of 5 visitors indicate.
URBACT IMPLEMENTATION NETWORKS. URBACT in a nutshell  European Territorial Cooperation programme (ETC) co- financed by ERDF  All 28 Member States as.
MY TIME, OUR PLACE Framework for School Age Care In Australia Prepared by: Children’s Services Central April 2012 Team Meeting Package.
Florita Montgomery West Virginia University Extension Allison Nichols West Virginia University Extension Teresa McCoy University of Maryland Extension.
THE NORTHERN BEAUTY: Barents visual arts in – Anne Ihalmo project manager University of Lapland.
An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
“Know Your African Union Campaign”: Pre-Summit Workshop on popularization of Agenda 2063 in line with the implementation of the AU communication strategy.
NOMINATION FORM FOR COMPETITIVE TRAVEL MARKETING AWARDS Name of Nominee: Heart of the Continent Partnership (HOCP) Key Contact: Mary Somnis Phone:
11 European funds for regional Development and applied Research: for Sustainable and Competitive Development of Tourism Florence 5-6 th november 2009 Paolo.
DESTINATION PLANNING AND DEVELOPMENT 1
DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU.
Novi Sad 2021 Danube Promenade
ANCIENTIMES in the Baltic Sea Region
Session Plan Objectives & means of engagement – CBC, PSC, IDI
Instructor LISA Galina PhD. in Economics
Definitions and Concepts
Conclusions The Western Balkans are committed to continuing the work of the Steering Platform for aligning policies and exchanging best practices at regional.
Thank you Minister. This strategy has been over a year in the making, and it is thanks to the members of the Steering Committee, and the organizations.
Event Portfolio Management
Presentation transcript:

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

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?

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 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

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