Aalborg Universitet The Tales of Limfjorden A Danish case of storytelling and destination development Larsen, Jacob Roesgaard Kirkegaard; Therkelsen, Anette Publication date: 2009 Document Version Publisher's PDF, also known as Version of record Link to publication from Aalborg University Citation for published version (APA): Larsen, J. R. K., & Therkelsen, A. (2009). The Tales of Limfjorden: A Danish case of storytelling and destination development. Tourism Research Unit, Aalborg Universitet. General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. ? Users may download and print one copy of any publication from the public portal for the purpose of private study or research. ? 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På den Indholdet i TRUprogress © kan citeres 9220 Aalborg Ø måde håber TRU, at alle kan have gavn af med tydelig kildeangivelse – med mindre Tlf.: 9635 8080 at diskutere den forskning, der foregår i andet er angivet i en specifik tekst. I Fax: 96350044 regi af TRU. sådanne tilfælde rettes der skriftlig http://www.ihis.aau.dk/turisme henvendelse til forfatteren. Anette Therkelsens e-mail: ISSN: 1902-7419 [email protected] Contents 1. Background...................................................................................................................................4 1.1. Introduction ...........................................................................................................................4 1.2. Method...................................................................................................................................5 1.2.1. Interview persons:..........................................................................................................6 1.2.2. Participant observations:................................................................................................7 1.2.3. Secondary information...................................................................................................7 1.3. Tourism in the area of “Limfjorden”.....................................................................................7 1.4. The Tales of the Limfjord – a presentation of usage and content .........................................9 1.5. Initiative and implementation..............................................................................................13 1.6. The first stories....................................................................................................................14 2. Organization and network...........................................................................................................15 2.1. The Network of Limfjorden ................................................................................................15 2.2. Stakeholders of the network................................................................................................16 2.3. Political reform and structural changes...............................................................................17 2.4. Product coordination and administration ............................................................................18 2.5. Actors – the organizations behind the stories......................................................................19 2.6. Financing.............................................................................................................................20 2.7. Internal communication.......................................................................................................21 2.8. Meetings ..............................................................................................................................22 2.9. Personal relationships and engagement...............................................................................23 3. Destination development ............................................................................................................24 3.1. Niche product ......................................................................................................................24 3.2. One product, several destinations........................................................................................25 3.3. Marketing ............................................................................................................................27 3.3.1. Website and pamphlet – a presentation of the stories..................................................27 3.3.2. Press releases................................................................................................................28 3.3.3. Storytellers promoting other stories….........................................................................29 3.3.4. Storytelling and branding.............................................................................................29 3.3.5. More marketing wanted ...............................................................................................30 3.3.6. From where do tourists hear about TL.........................................................................31 3.4. Single stories with integrated intentions .............................................................................32 3.5. Target groups and visitors ...................................................................................................32 3.6. Season extension .................................................................................................................33 3.7. Cross-sector cooperation .....................................................................................................34 3.8. Storytelling and packaging..................................................................................................35 4. Understanding and application of storytelling............................................................................35 4.1. The good story – briefly told...............................................................................................35 4.2. Not just another guided tour…? ..........................................................................................36 4.2.1. The 10 Commandments of a Guide .............................................................................36 4.2.2. The storytellers.............................................................................................................37 4.2.3. Engaging story breaks..................................................................................................38 4.2.4. Storyteller-listener relationship....................................................................................39 4.2.5. One audience – one story.............................................................................................40 4.3. Authenticity.........................................................................................................................41 4.3.1. Sources close to reality ................................................................................................41 4.4. Engaging elements and dramaturgical principals................................................................44 TRUprogress© © 2 4.4.1. Story composition ........................................................................................................44 4.4.2. A sense of place ...........................................................................................................45 4.4.3. Attractive properties.....................................................................................................46 4.4.4. Involving activities.......................................................................................................48 4.4.5. Costumes and acting ....................................................................................................49 4.4.6. Are they engaged…?....................................................................................................49 4.5. Product development – considerations about the future .....................................................50 4.5.1. Stories in a foreign language........................................................................................50 4.5.2. Use of digital media .....................................................................................................52 4.5.3. Improve season extension ............................................................................................53