If You Seek Sense of Place : Comparing How Local Narratives are Reflected in a Storytelling Strategy

Abstract: Strategic storytelling has become a popular instrument for destination marketing. Often, however, these stories neglect perspectives of the host community which is why recent academic literature demands for a more participatory and holistic approach that integrates and acknowledges the host community’s sense of place. Therefore, this study investigates the representation of local narratives in a storytelling campaign in a small destination and discusses how strategic storytelling could contribute to social sustainability and regenerative tourism in the case of New Zealand. To answer the research questions, data was gathered by conducting semi-structured interviews and by analyzing a storytelling campaign by 100% Pure New Zealand using thematic analysis in both sets of data. Place meaning was examined both on a semantic and latent level. The analysis derived three themes for each set of data. Findings regarding the visual analysis include seeking connection by appealing to curiosity, seeking connection through experiences in nature and seeking connection through the Māori culture. Through the interview analysis, narratives of living in connection to nature, forming social bonds through experiences, and living in a supportive, hospitable community were found. The market-created sense of place differs from the sense of place created by local narratives in the sense that the storytelling campaign uses mystery while the host community members refer to ordinary experiences. The nature narrative is addressed in both sets of data, so local sense of place is reflected in strategic storytelling to a limited degree. Examining local narratives has helped to understand the local sense of place to a certain extent. In the sense of regenerative tourism, establishing a dialogue between DMOs and the host community to let locals share their narratives could strengthen the community from within, allowing to create more sustainable destinations.