storytelling and destination development - Aalborg...
Transcript of storytelling and destination development - Aalborg...
Storytelling and destination
development• The objective of this
project is to analyze the potential of storytelling as a tool for destination development.
• The project will explore five different storytelling cases, one in each Nordic country.
Common areas for storytelling in destination development:
• Book tourism• Film tourism• Dark tourism• Events• Theme parks• Food/culture/nature/industrial tours• Tourist attractions…
Why do we suggest storytelling as a strategic tool in destination development?
• Stories are hard for others to copy
• Good stories can result in lots of word-of-mouth
• Myths can be created
• Fascinating stories create curiosity
• Stories as catalyst of destination development
The cases
• Iceland – Sagas• Denmark – The tales of Limfjorden• Norway – Medieval week in Numedal• Finland – The wolf cave family• Sweden – The sea food tour
The Swedish case on using local food and storytelling in destination marketing and develo pment
”The Tales of Limfjorden”
The NICe project will show:
• Many examples of businesses and destinations which have applied storytelling and therefore be of great interest for the industry
• How storytelling can be used to “wake up”sleeping destinations
• How storytelling can involve and create networks between organizations across sectors
• How the work can be done (organizational processes and procedures)
• How different techniques can be applied to storytelling development
Contribution to the industry/society
Industry• Packaging in competitive and new ways• Extend seasons • Develop destinations around stories
(branding, networks, training)Society• Strengthen identity• Generate employment