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

Explore the Danish case study "Tales of the Limfjord" in storytelling and destination branding, analyzing stakeholder relations and future research perspectives. This project investigates how stories can brand tourism destinations. Theoretical framework, analysis, and insights provided. Collaborative Nordic project aims to enhance international tourist markets.

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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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