Narratives for a World in Transition

A special theme this year is: Narratives for a World in Transition. The conference organisers welcome contributions advancing the understanding of the role of storytelling and narrative approaches and techniques.

Storytelling is a multi-layered and multipurpose phenomenon. Geographical destinations (places, regions and routes) and tourism dynamics need people to tell and share stories to co-create heritage values, embed these in a sustainable spectrum of tourist facilities, and induce valuable tourist experience.

Storytelling can play a role as a branding, marketing, stakeholder and visitor engagement, sustainable management and innovation strategy and tool. Knowledge of critical success factors and skills in narrative management are necessary for storytelling to contribute to the development and promotion of innovative heritage-based tourism value propositions and products.

Can (should?) heritage-based destinations use a systematic framework to project their image holistically within an identified coordinated story that ties the individual narratives of stakeholders together in a common destination brand identity? Are alternative concepts and practices available?

In addition, in this world in transition, characterised by globalisation, continuous growth in tourism, migration and mobility based on migrant citizenship, there is the need for researchers and practitioners alike to explore the possibilities of reframing tourism beyond “the tourist gaze” and study the interaction, dialogues and conflicts that arise between visitors, hosts and cultural institutions in the representation and re-use of the past for touristic purposes. Can a narrative research approach function as a joint nominator for multidisciplinary research?

Storytelling & Narratives – Sessions

Jaana Tähtinen

Professor of marketing at the Turku School of Economics; expert in business-to-business marketing and branding.

read more

Storytelling & Narratives – Speakers

Laura Aalto

CEO of Helsinki Marketing, responsible for operative city marketing and business partnerships.

read more

Kerry Ross

Project manager at Root Partnerships Pty Ltd, Australia, engaged in conserving the iconic Sidney Opera House.

read more

Maria Della Lucia

Associate professor of Economics and Business Management at the University of Trento in Italy; member EMASUS Research Group.

read more

Salla Jutila

University teacher in tourism research at the Multidimensional Tourism Institute (MTI), at the University of Lapland.

read more

Petra Paloniemi

Senior lecturer Tourism and Marketing, Lapland University of Applied Sciences, Multidimensional Tourism Institute (MTI), Finland.

read more

Jaana Tähtinen

Professor of marketing at the Turku School of Economics; expert in business-to-business marketing and branding.

read more

Sanghamitra Basu

Associate professor, Department of Architecture & Regional Planning, Indian Institute of Technology in Kharagpur.

read more

James Simpson

Project leader at the City of Parainen for St Olav Waterway, a new pilgrims path that will connect Turku and Trondheim.

read more