Change search
ReferencesLink to record
Permanent link

Direct link
Storytelling i Umeå: En studie av storytelling hos två turismrelaterade företag
Umeå University, Faculty of Social Sciences, Department of Geography and Economic History, Economic and social geography.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study was to analyze two local tourism related organizations in Umeå and how they used the marketing method Storytelling. The aim of this study was to examine what kind of stories the tourism related organizations were using, what these stories said in a direct, or in-direct way and how the reception was of the stories and the destinations. A qualitative study in the form of a discourse analysis based on Laclau and Mouffe's view on discourse analysis was conducted. The results of this study shows that storytelling is more effective when it is incorporated in the whole destination/organization when it comes to tourism related organizations and destinations. It also shows that storytelling in itself isn't only an innocent and positive tool and can cause negative feelings if used wrongly for an organization/destination. This study therefor strongly supports Mossberg (2008) that credibility to the destination is important for a good story and also supports Mossberg and Jensen (1999) about physical surroundings and senses are important. This study also shows that more study is needed when it comes to storytelling used for tourism related destinations to give a more clear picture of what makes a good or appreciated storytelling that generates a good reception for tourism destinations. It also shows that more study is needed surrounding questions about what kind of tourism related destinations and organizations that benefit more from storytelling and which ones will recieve more of an unnecessary impression - or of it is usefeul for every tourism related organization or destination.

Place, publisher, year, edition, pages
2015. , 50 p.
Keyword [en]
Storytelling, discourse analysis, tourism, destination development, marketing, Stora Hotellet, Utopia
Keyword [sv]
Storytelling, diskursanalys, turism, destinationsutveckling, marknadsföring, Stora Hotellet, Utopia
National Category
Human Geography
URN: urn:nbn:se:umu:diva-105404OAI: diva2:825230
Educational program
Tourism Programme
Available from: 2015-06-23 Created: 2015-06-23 Last updated: 2015-06-23Bibliographically approved

Open Access in DiVA

fulltext(1898 kB)100 downloads
File information
File name FULLTEXT01.pdfFile size 1898 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Lie, Sara
By organisation
Economic and social geography
Human Geography

Search outside of DiVA

GoogleGoogle Scholar
Total: 100 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 155 hits
ReferencesLink to record
Permanent link

Direct link