Morena
The art of the story is a conversation starter which is often discussed, but is just as often given lip service by many in the tourism sector.
There are just as many definitions of storytelling as there are stories! We like this version from the National Storytelling Network (with our modifications): Storytelling is the interactive art of using words and actions to spark visitor engagement and change.
We believe there are five key elements of storytelling. These are:
Of course storytelling can be combined with other art experiences which run the whole gambit of the genre.
We recently experienced a “how not to tell a story” tourism activity. Our guide did manage to partly deliver some limited form of functional interaction. The other elements of effective storytelling were not even touched on. This was a missed opportunity for a business which is at the premium end of the market.
Are your stories delivering what your visitors want? Talk to us about we can work with you to deliver an effective story experience for your initiative.
Ka kite ano
Story telling in action at Sanctuary Mountain
Morena
Where does the the essence of of place fit into the future of New Zealand tourism?
Essence of place refers to the emotive bonds and attachments people develop or experience in particular locations and environments, at scales ranging from the home to the nation. Sense of place is also used to describe the distinctiveness or unique character of particular localities and regions.
There has been considerable academic research into the role essence of a place plays in tourism – particularly branding of a destination. In New Zealand researchers at the University of Otago found “understanding sense of place, and positioning the people of the place at the centre of a branding strategy” is the most effective form of developing and enhancing a destination brand.
As Jonathan Tourtellot notes an essence of a place is more than just another term for geographical character. Sense of place can stir the soul, inspiring song, art, literature, and passionate allegiance – surely every marketers dream!
The takeaway message is that place attributes, and how they are communicated and understood, have become integral to tourism. This will be increasingly important as the multitude of destinations compete in a post-COVID world.
How well does your destination differentiate from others pushing the essence of their place – both real and imagined?
Ka kite ano
Naumai
A recent night sky experience has led us to reflect on the collective difference in NZ inc. By this we mean what are the unique selling points and subsequent tourism products of the region or place?
A quick search of night sky tours found at least seven “planetarium” , over fifteen “tours”, and at least 24 local astronomical societies that operate observatories on a few nights each month. We are certainly not decrying our night sky experiences. New Zealand is one of the best places in the world to see the night sky. The fact that the world’s largest Dark Sky Reserve and the world’s only Dark Sky Sanctuary on an island can be found here support this.
Another search could just as easily find different versions of essentially the same product, from zip-lines to jet boat tours, repeated throughout Aotearoa.
We first commented on the wider issue in 2011 and again in 2012.
We are a small country with a wide range of differentiation (landscape, culture, food, wine etc) between regions. Our collective differences are potentially our strength.
One can only hope that the Provincial Growth Fund recognises this when making it’s deliberations.
There are hints that perhaps the rise in international visitor numbers is starting to slow. We must continue to grow, differentiate and create points of difference in our tourism product.
These should be regionally based, unique and reflect the culture and stories of that place. Not simply repeats of a similar experience found elsewhere in the country.
How many night sky experiences do we need?
Ka kite ano
Owaka in the Catlins, and it’s famous teapot collection