28/07/2017 1 e-storytelling & product personality mapping Dr Aise Kim Senior Lecturer in Tourism Management, UniSA [email protected]Tel: 8302 0444 Homepage: http ://people.unisa.edu.au/aise.kim Research Centre: http ://www.unisa.edu.au/Research/TourismLeisure/ • The power of E-Storytelling • It is related to the image of your company, destination image, tourist experience, memory, & emotional experience. • It will affect tourists’ decision-making process • What is your story?
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e-storytelling & product personality mapping...2019/01/01 · 28/07/2017 5 Different approaches to storytelling •The hero’s journey - Taking the audience on a journey •The mountain
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How has Yalumba changed their marketing?New change in e-marketing • Storylines – about wine makers/places/wine • Moving from dark/old style of the website design to sensory-based
image/focused message/bigger image with sense of place & wine makers
Weakness?• Content-oriented vs more imagination??• The plain factual information• What is their personality?• Any emotional engagement?
28/07/2017
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Different approaches to storytelling
• The hero’s journey - Taking the audience on a journey• The mountain story – mapping the tension and drama in a story
• Creating different emotional journeys –• Creating hope and excitement• Showing how the business owner overcame a series of challenges• Showing the benefit of taking adventures• Encouraging audience engagement • Engaging mystery, adventure, excitement, as well as responsibility