Empowering the new traveller: storytelling as a co-creative behaviour in tourism

The work proposes a theoretical and empirical model that investigates how storytelling is a powerful co-creative behaviour in tourism. The contribution takes a step forward from the classical theories on co-creation and develops the case where consumers act almost independently from traditional brands. The empirical study adopts an interpretive approach to analyse online travel reviews. Data are interpreted through Yi and Gong's model on consumer value co-creation behaviour [(2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66, 127], the Phase dynamics theory of travel epiphany behaviour [Woodside, A. G., & Megehee, C. M. (2010). Advancing consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research, 12(5), 418–431], and the Archetype theory [Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research. Psychology & Marketing, 25(2), 97–145]. The study indicates that storytelling behaviours in value co-creation activate a ‘customer delight' response, which is an affect-based construct.     

秦腔剧本现代化的探索——以陈彦三部曲为研究对象

"八百里秦川尘土飞扬,三千万楞娃高吼秦腔",秦腔以其恢弘的气势和豪迈粗犷的演唱方式在陕西人的心中深深地扎下了根,没事吼一嗓子秦腔是陕西人茶余饭后的一项娱乐活动,由此可见秦腔在陕西人心中可见一斑。然而随着时代的现代化进程的脚步秦腔这个传承数千年的地方戏却越来越被现代人所遗忘,秦腔的现代化进程迫在眉睫。而如何现代化却成为了一个难题,是全面现代化还是部分现代化?是保留还是抛弃?……而作为秦腔现代化最重要的一个环节,剧本的现代化又从哪几个方面入手?本文将从剧本现代化的各方面进行探索,从而为秦腔的现代化这个浩大的工程尽上一点绵薄之力。     

Vivid-memory formation through experiential value in the context of the international industrial exhibition

This study empirically tests the relationships between experiential value, vividness, storytelling intentions, and patronage intentions in the industrial exhibitions, and examines the moderating effect of mementos. A total of 211 respondents were recruited from visitors to the international game exhibition. According to the results, (1) three dimensions of experiential value (service excellence, playfulness, and aesthetics) had positive effects on vividness, (2) vividness positively influenced storytelling and patronage intentions, (3) storytelling intentions increased patronage intentions, and (4) mementos had a significant moderating effect on the relationship between vividness and storytelling intentions but not on the relationship between vividness and patronage intentions.     

扬州评话书场的模式、运营形态及多重关系

在扬州评话的发展过程中,书场的形态发生了很大的变化,从露天书场、堂会书场、茶社书场、专业书场等,发展到当下的社区书场,它是扬州评话兴衰的历史见证。书场的经济运营模式也因时而变,从现场收费、门票制,发展到义务说讲。而书场中,书场经营者与说书艺人的关系、说书人与听书人的关系等都是评话发展中十分重要的链条关系。     

Advancing consumer behaviour theory in tourism via visual narrative art

This paper advances (i) propositions of consumer behaviour theory in tourism via storytelling theory and (ii) skills in decoding elements and subtle details that appear in ‘good stories’ versus not‐so‐good stories within travel contexts. The present paper presents a set of iconic story symbols for use in decoding stories and shows how to use these tools for decoding tourism‐related narratives. Practice using these visual iconic symbols in decoding stories achieves effective storytelling learning via cognitive sculpting; that is, learning improves from moving and arranging (sculpting) potentially three‐dimensional story or electronically movable icons while talking or writing narratives. Copyright © 2009 John Wiley & Sons, Ltd.     

Branding in the age of social media firestorms: how to create brand value by fighting back online

ABSTRACT

Leading research on social media firestorms typically advises managers to quickly quell the backlash by appeasing brand critics. Drawing on crisis communications and branding research, we offer a radically different perspective and argue that brands can benefit from fighting back online. Through a netnography of a moral-based firestorm, we contribute to the marketing and crisis communications literatures by identifying the escalation strategy as a way to build brand value; explaining how brands can activate supporters; and providing guidance on how to assess these morally steeped events. We advance branding research by identifying how managers can provoke consumer-generated brand stories; and uncovering the hidden benefits of negative consumer voices. Finally, we outline a new perspective on how brands are dialogically constructed through a process we call ‘flyting’.     

Place in Entrepreneurial Storytelling: A Study of Cultural Entrepreneurship in a Deprived Context

We extend the cultural entrepreneurship perspective by investigating how entrepreneurs in deprived contexts gain legitimacy by leveraging proprietary and public places in their entrepreneurial storytelling. Inspired by the sociology of place, we present a longitudinal study of ten new venture journeys over four years in Kasoa, Ghana. We identify three distinct ways places are used in entrepreneurial narratives: projective significance of place, connective significance of place, and authoritative significance of place. We show how impoverished entrepreneurs construct and communicate places in diverse ways, not only as locations, but also as material and symbolic resources that provide legitimacy for their venturing activities. Drawing from our findings, we generate a model of place-based cultural entrepreneurship and elaborate place as a central resource in cultural entrepreneurship and new venture creation in deprived contexts.     

Creating alternative futures through storytelling: A case study from Serbia

This article focuses on the project Storytelling for Peace, Gender Partnership and Cultural Pluralism, initiated in 2009 in Novi Sad, Serbia, with the primary aim of promoting educational strategies which challenge the continuation of the dominator society's status quo and facilitate the emergence of alternative, progressive and socially inclusive futures. Constructive storytelling was chosen as an educational practice that can bring about change, and was used as a tool for the transfer of alternative worldviews because it is indirect, flexible and inexpensive. The main beneficiaries of the project were the students of the University of Novi Sad and teachers and children of Novi Sad primary schools. The project utilised local knowledge and languages to foster peace and partnership-oriented individual and social narratives through the process of alternative story writing and revision of traditional Serbian and European tales. The participants learned to deconstruct master narratives, to understand deep culture and how its underlying myths shape national identity. Alternative stories became a tool to teach critical thinking and promote a diversity of voices.     

Removing the rough edges? Nostalgia and storytelling at a UK museum

This paper offers a practitioner's viewpoint of the new Riverside Museum in Glasgow and discusses its successful transition to a new building and location. The role of nostalgia in the museum's appeal through storytelling and collective memory is discussed and shown to be an important element in this success. This paper also highlights the museum's efforts to avoid sanitisation of the past in how it presents this history and argues that the use of nostalgia should not be to just present a rose-tinted selective version of what was past, but rather to present as complete and truthful a representation as possible.