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.

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.

6. What just happened?
Why?

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!

23. READING IS EVERYWHERE!

24. And a Harmonized, Artistic, Sustainable Environment

25. WITH NON-
TRADITIONAL
PARTNERS

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