Every town has a story
and special characters that brings out the magic for travellers Stories create connections with people and places
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?
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
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
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)
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.
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
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
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.
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
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.