Storytelling i Umeå : En studie av storytelling hos två turismrelaterade företag

Sammanfattning: 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.