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Content Curation and narrative tourism marketing

Oriol Miralbell (1)Aurkene Alzua (2)Jon kepa Gerrikagoitia (2)

(1) Open University of Catalonia, Barcelona, Spain(2) CicTourGUNE, Donistia, Spain

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Agenda

• Introduction

• Content curation– Knowledge exchange– Narratives and storytelling– Dissemination

• Case study

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Introduction

New ways of marketing tourist detinations- social networks - storytelling- transmedia

Fostering- personal narratives- combined communication forms- multilateral conversation

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Much of information of Tourist destinations in SN is not controlled by DMOs

- DMOs and Tourist boards often fail to use succesfully SN in marketing (Buhalis, 2011, 2013)- SMEs have limited resources and lack of a cooperative network culture (Walder et al., 2006)

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Present situation

DMOs have been first movers in exploiting SN for marketing, though they prioritize viral dissemination of information above fostering discussion and debate

CC increases attention and loyalty.

New content curation services mean an opportunity because they are flexible, powerful and do not need big resources.

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Content curation

Content curation: action of filtering and spread the information in the interest of specific target audiences.

Adds value to existing information because it organizes the content to a specific audience

Content: information used in the web that community finds valuable and appears in different forms (text, multimedia, etc.)

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Content Curation Process (HiveFire – http://www.curata.com)

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Content curation sites

Several services on the Internet (free and premium). Scoop.it, Storify, Paper.li, Pulse,...

Curators can manage the process using the following services offered by the CC sites– Searching, filtering and collecting– publishing– disseminating– tracking reactions and statistical information

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Knowledge exchange

Social Media provide different levels of Knowledge exploitation and can be used for experience socialization and also for intelligence proliferation (Shang et al. 2011).

Content curation can take advantage of the knowledge-creation cycle in web 2.0 sites.

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(adapted by the authors from Shang et al. 2011)

The knowledge-creating cycle in Content Curation

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Narratives and storytelling

Content curation facilitates socialization of experiences.

Especially in tourism where experiences have a unique character.

Readers access over SM to experienced identities of writers projecting actions, attitudes and values in the narrative, attracting viewers and influencing emotional reactions (Tussyadiah & Fesenmaier, 2008).

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Narratives and storytellingStories generate empathetic responses from the readers (Hsiao, Lu & Lan, 2013).

Readers may project themselves onto situations and emotions from experiences similar to those of the actor (Duan & Hill, 1996).

The self-referential memory based on remembering events of one's life triggers motivation to share and comment those stories over the Social Media.

Conversation starts from a word-of-mouth storytelling where causality and chronology are very important (Delgadillo et al. 2004)

Storytelling provides "proper pleasure" to consumers (Woodside et al., 2008).

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DisseminationConversation through dissemination involves the filtering of information following a strategy in order to provide narrative content.

DMOs shall curate content and foster conversation around those values, resources and factors that interest to the tourist, reinforcing its identity and uniqueness, exhibiting what particular experiences can offer the destination.

Curators can use the appropriate channels for each purpose (Twitter, Facebook, Pinterest, etc.)

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Content Curation Affective Model

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Case studyStudy the functioning of content curation for tourism marketing, especially done by Tourist Destinations. (fifteen content curation pages):•analyzing the impact of communication strategies•studying the reactions of the readers•Focused to identify best practices

Methodology•Qualitative and quantitative•Content analysis with ATLAS

• Push actions from curators: framing analysis• Reactions from readers: emotions analysis

•Tracking impact (likes, comments, retransmission, etc.)•Searching network graphs