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Soraia Ferreira Thesis Final

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Soraia Ferreira Thesis Final Location Based Transmedia Storytelling: Enhancing the Tourism Experience Soraia Alexandra Mesquita Ferreira Tese de Doutoramento apresentada à Faculdade de Engenharia da Universidade do Porto em Media Digitais Orientador: Artur Pimenta Alves PhD, Professor Catedrático Aposentado da Faculdade de Engenharia da Universidade do Porto Co-orientadora: Célia Maria Silvério Quico PhD, Professora Auxiliar e Investigadora da Universidade Lusófona de Humanidade e Tecnologias Porto, Fevereiro 2015 Este trabalho foi desenvolvido com o apoio financeiro da Fundação para a Ciência e Tecnologia (FCT), no âmbito do Programa UT Austin-Portugal (SFRH/BD/51741/2011). i ACKNOWLEDGEMENTS Joseph Campbell once said in an interview to Bill Moyers to follow our bliss and the universe will open doors for us where there were only walls. This was certainly the case with this research. Thank you to Professor Artur Pimenta Alves for always supporting me, for always being a source of inspiration and for being the first to believe in this investigation and TravelPlot Porto. Thank you to Professor Célia Quico for all her input, support and guidance in this adventure. This thesis wouldn’t be possible without my family. Thank you to my dad, my mum and my brother for always going above and beyond in supporting me and for their unbelievable encouragement. I owe everything to them. Thank you to my professors, collegues and staff at University of Porto; and to the professors and collegues at the International Federation for Information Technologies and Travel & Tourism for all their input and help. Thank you to all of those who shared their knowledge and practice with me, particularly Robert Prattern, Luis Costa, Professor Carlos Costa, Professor Drew Davindson, Professor Steffen Walz, Melchior Moreira, Isabel Castro, Maria João Nunes, Teresa Resende, Célia Lima, José Loureiro, António Tavares, Professor António Coelho, Professor Nuno Fazenda and Professor Haemoon Oh. Thank you to Tânia Oliveira and Judit Takács for helping me with the social media data analysis. A very special thank you to the TravelPlot Porto team and everybody that helped this project become a reality, specially the audience and TravelPlot Porto partners: University of Porto; Engineering Faculty of the University of Porto; INESC TEC; Foundation for Science ii and Technology; UT AustinIPortugal Program - International Collaboratory for Emerging Technologies (CoLab); Turismo de Porto e Norte de Portugal; Oportonity City; Câmara Municipal do Porto – Pelouro do Conhecimento e Coesão Social; Douro Valley; Cálem; DouroAzul; Vinhas d’Alho; Porto com Arte; Yellow Pictures; Light Films; Rádio Televisão Portuguesa; Escola Superior Artística do Porto; Webcomum; NextPower Norte, Project "A place for Joãozinho” and Tattva Design Hostel. Thank you to my friends for always embarking with me in my crazy adventures, particularly Raquel, Luisa and their parents, Pedro and his family, Sara and her family, Liliana and her family, Cláudia and Helder, Isabel, Ester and Becas, António, Tom and Chrissa, Ben, Heather and Deborah. iii Abstract Our society is built upon stories. It is through them that we communicate and make sense of our environment. In today’s multi-screen world, storytelling has become increasingly complex, with storytellers having at their disposal a multitude of channels to engage with a more active, connected and multitasker audience. Transmedia storytelling is blossoming in entertainment and marketing, however its role in tourism remains to be studied. This research aims to understand the impact of the use of location based transmedia storytelling techniques in tourism, particularly the advantages, disadvantages and to identify the best practices. It uses a mixed methods collection where several case studies are comprehensively examined and a pilot experience - TravelPlot Porto - is designed and implemented. This exploratory investigation contributes to an emerging theoretical understanding of location based transmedia storytelling. The findings reveal location based transmedia storytelling can solve, at some degree, the specific tourists needs. It can be used in the future of tourism communication and marketing strategies since it directly increases the engagement and visibility of destinations. Key words: transmedia storytelling, tourism, location-based games v Resumo A nossa sociedade está construída na base de histórias, sendo que é através delas, que comunicamos e compreendemos o sentido de tudo o que nos rodeia. Actualmente o processo de contar histórias é cada vez mais complexo, pois os contadores de histórias tem à sua disposição um leque cada vez maior de plataformas, para engajar as audiências cada vez mais activas, connectadas e multi-funcionais. O transmedia storytelling está presente no entretenimento e marketing, todavia o seu contributo no turismo continua por estudar. Esta pesquisa tem como objectivo compreender e avaliar o impacto da utilização das técnicas location based transmedia storytelling no turismo, particularmente as suas vantagens e desvantagens bem como a identificação das melhores práticas. O modelo de investigação utilizado incorpora o análise de casos de estudo e o desenho e implementação do piloto – TravelPlot Porto. Esta pesquisa exploratória contribui, para o desenvolvimento teórico da área de investigação emergente de location based transmedia storytelling. As conclusões revelam que os projectos location based transmedia storytelling podem satisfazer, em parte, as necessidades específicas dos turistas, podendo ser utilizados nas futuras estratégias de comunicação e de marketing no turismo, já que aqueles projectos aumentam directamente o engagement e a visibilidade dos destinos turísticos. Palavras-chave: transmedia storytelling, turismo, jogos baseados em localização vii TABLE OF CONTENTS ACKNOWLEDGEMENTS………………..……………………………………..……. i ABSTRACT.……………………………………………………………….……..……. iii RESUMO.………………………………………………………………….……..……. v LIST OF TABLES………………………………………………………….…..……… xiii LIST OF FIGURES…………………………………………………………..………... xvii LIST OF APPENDICES……………………………………………………...………... xxiii 1. INTRODUCTION………………………………………………………..…………. 1 1.1 Organization of the Thesis………………………………………...…………. 4 1.2 Publications……………………………………………………..…………… 5 1.3 Contributions and Impact..……………………………………..……………. 7 2. STATE OF THE ART………………………………………………..…….……….. 9 2.1 Transmedia Storytelling……………………………………..……….……… 11 2.1.1 The Importance of Story…..…………………………..……………… 11 2.1.2 Origins………………………………………………..……….………. 14 2.1.3 Towards a Definition………………………………..………………... 15 2.1.4 Changing Audiences………………………………..………………… 17 2.1.5 Designing for Transmedia Audiences……………..…………………. 19 2.1.6 Measuring Audience Engagement…………………………………..... 23 2.1.7 Current Measurement Tools………………………………….……….. 27 2.1.7.1 Conducttr……………………………………………………...…. 27 2.1.7.2 Storycaster…..………………………………………………...…. 29 2.1.7.3 Google Analytics……………………………………………...…. 29 2.1.7.4 Social Media Metrics..………………………………………...…. 30 viii 2.1.8 Transmedia Storytelling as a Marketing Trend………………………. 31 2.2 Games.……………………………………………………………………..... 33 2.2.1 Alternate Reality Games ……………………………………………... 35 2.2.2 From Serious Games to Location-Based Games.……………………. 36 2.2.3 Gamification………………………………………………………….. 37 2.2.4 Games in Tourism…………………………………………………..... 38 2.3 Tourism………………………………………………………………………. 39 2.3.1 Tourists Behavior…………………………………………………….. 39 2.3.2 Storytelling and Experience in Tourism………………………………. 42 2.3.3 Technology and Current Travel Guides………………………………. 44 2.3 Summary…………………………..…………………………………………. 46 3. RELATED WORK………………………………………………………………..... 47 3.1 Storytelling………………………………………………………………….. 49 3.1.1 Haunted London………………………………………………………. 49 3.1.2 China Heart……………………………………………………………. 51 3.1.3 WhaiWhai…………………………………………………………….. 53 3.1.4 Paris 3D Saga………………………………………………………..... 56 3.1.5 Conspiracy for Good……….………………………………………..... 58 3.1.6 Story Drop…………………………………………………………..... 59 3.1.7 Unlocking the Story: Explore Glasgow’s Canals Heritage…………… 61 3.2 Games…………………………….………………………………………….. 62 3.2.1 Location-Based Games……………………………………………….. 63 3.2.1.1 Tripventure……………………………………………………..... 63 3.2.1.2 Stray Boots……………………………………………………..... 66 3.2.1.3 The Roswell Experience…………………………………………. 67 ix 3.2.1.4 REXplorer……………………………………………………….. 69 3.2.1.5 Geocaching………………………………………………………. 70 3.2.1.6 Street Reads……………………………………………………… 71 3.2.2 Other Games…………………………………………………………... 72 3.2.2.1 Brasil Quest……………………………………………………… 72 3.2.2.2 Agent UK………………………………………………………… 72 3.2.2.3 Tag Me If You Can………………………………………………. 73 3.2.2.4 Smile Land……………………………………………………...... 73 3.3 Location Based Transmedia Storytelling…………………………………... 74 3.2.1 The Builders’ Challenge………………………………….…………... 74 4. DESIGN OF THE RESEARCH………………………………………….…………. 79 4.1 Overall Analysis of Related Work…………………………………………... 82 4.2 TravelPlot Porto……………………………………………………………… 85 5. TRAVELPLOT PORTO DESIGN AND PRODUCTION………………………..... 87 5.1 Strategy Plane………………………………………………………………... 90 5.2 Scope Plane………………………………………………………………….. 94 5.3 Structure Plane……………………………………………………………..... 103 5.4 Skeleton Plane……………………………………………………………...... 105 5.5 Surface Plane………………………………………………………………… 107 5.6 TravelPlot Porto Finale………………………………………………………. 113 5.7 TravelPlot Porto and the Media……………………………………………… 117 6. TRAVELPLOT PORTO RESULTS………………………………………………... 119 6.1 Mobile Application………………………………………………………….. 122 6.2 Website………………………………………………………………………. 129 6.3 Social Networks……………………………………………………………… 137 x 6.3.1 TravelPlot Porto Facebook…………………………………………….
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