The Power of Storytelling
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The document discusses the power of storytelling for destinations, communities, attractions, and experiences. It argues that stories can create meaningful connections with visitors by engaging their emotions. Stories that involve characters, plots, and themes can transform places and engage visitors in memorable experiences. Examples are provided of how destinations like Nami Island in South Korea and attractions like Laura Plantation in Louisiana have used compelling stories to attract visitors and create a differentiated experience. The keys to building tourism experiences through stories are to consider the audience, engage visitors in the story, and communicate it like a storyteller across promotions.
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The Power of Storytelling
- 1. The Power of a Great Story 11 April 2011 Travel Manitoba Conference Keynote Address by: Dr. Nancy Arsenault
- 2. Everyone has a story to tell! • People • Business • Destinations • Regions • Province • Canada
- 3. Every town has a story and special characters that brings out the magic for travellers Stories create connections with people and places
- 4. Stories can be powerful, compelling, exciting, informative, educational, personal, and memorable. What storiesare at the heart of your visitor experience? Are you using them to create a competitive advantage?
- 5. What’s your story? Introduce yourself and tell your table-mate! Think of a story that brings back a fond memory.
- 7. Stories, like a great visitor experience are: • Personal • Meaningful Your stories belong to you, they: • Come from the heart • Are delivered with honesty and passion • Make connections
- 8. Building Manitoba’s Story: Think About ... • What stories/episodes will resonate, for which ideal guests. • Decide the emotional response you want to create. • Write the script ✦ Where ✦ What ‘stuff’ do you need? • Decide who is best to tell the story (e.g.: local gems) • How to engage the visitor in the story
- 9. GRAB SOME ICE AND LETS SET SAIL
- 14. General Admission, gift shop (Goods) Tours, docents (Visitor services) Putting the guest INTO the story (An experience) Greater Differentiation Higher Yield Land, artefacts (Commodity) Undifferentiated Lower Yield Value of Economic Progression Royal BC Museum Framework: Pine & Gilmore (1999) Tourism Context: Tourism Cafe (2011)
- 15. RESULTS:THE 2007 ROYAL BC TITANIC MUSEUM • 451,120 visitors, 1/3 said this was the reason to visit Victoria • $30M economic impact • Fabulous exhibit but the passenger manifest and the ‘ticket’ … were the ticket, to a terrific guest experience. • I received my boarding pass and entered …I saw, I sampled, I tried on, I touched, then … Discovered my fate on April 15th, 1912.
- 16. Let’s look around the world For destinations For communities For attractions Where’s stories are working
- 17. Communities have stories! That engage and celebrate.
- 18. That can transform a place & it’s people Nami Island, South Korea Destintions have Stories
- 19. 63 kilometers, started $6.3M in debt And the CEO insisted on being paid 10 cents a month until he brought the island out of debt, then he would get half the profits
- 20. FEW PLACES TOUCH YOUR SOUL ...
- 21. A STORYLAND AND YOU GET AN IDENTITY!
- 22. Theme the Experience - at Nami it’s about books!
- 24. And a Harmonized, Artistic, Sustainable Environment
- 26. HE TURNS OFF THE LIGHTS THE ISLAND AT 10:00 PM SO GUESTS CAN SEE THE STARS
- 27. AN ARTIST, A DREAMER, INSPIRATIONAL LEADER
- 28. Investing in stories over infrastructure is: ... less expensive ... more engaging ... quicker to market ... attracts interest and new visitors ... builds HR capacity ... flexible/dynamic Attractions have Stories
- 29. Laura Plantation, Louisiana The stuff The stories
- 30. Meet Norm the Owner ... and in 2004 when they burned down
- 31. And now, if you like, the posts can talk! Et avoir un message français 或中國人
- 32. Why Stories Work • Trigger emotion and intrigue • Engage people, bring understanding • Have a theme, plot, characters, action • They can evolve, have chapters-episodes • Storytelling is a natural human impulse • When meaningful, they are memorable
- 33. The Keys to Building Tourism Experiences through Storytelling • Audience: What stories do you want guest to be sharing? What memories? • Product: Engage your visitor in the story! • Promotions: Think like a publisher or media writer and communicate like a storyteller.
- 34. The Power of a Great Story
- 35. Tell stories to sell travel • Ignite interests • Connect with visitors • Sell tourism • Learn from ... when you listen
- 37. Once you have a story ... Idea Source:Todd Lucier Social (what) Audience (who) Media (how) The Story Facebook,Trip Advisor,Twitter YouTube, Flickr, Blogs ... Print Photos Video Audio Traditional Internet Handheld
- 38. Think About the Entire Customer Lifecycle From moments to memories ™
- 39. Make Stories Work for You! Stories are compelling and can be an excellent foundation for: • Connecting with travellers • Reaching new markets • Crafting tourism experiences • Conducting research • Creating meaningful engagement.
- 40. Thank you! nancy@arsenaultprojectsolutions.ca nancy@tourismcafe.ca Twitter & Facebook: nancyarsenault Linkedin: Nancy Arsenault Tel: 250.391.6077