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Storytelling and meal experience concepts

Artikel i vetenskaplig tidskrift
Författare Lena Mossberg
Eide Dorthe
Publicerad i European Planning Studies
Volym 25
Nummer/häfte 7
Sidor 1184-1199
ISSN 0965-4313
Publiceringsår 2017
Publicerad vid Företagsekonomiska institutionen
Centrum för turism
Sidor 1184-1199
Språk en
Länkar dx.doi.org/10.1080/09654313.2016.12...
Ämnesord Storytelling, experience meal concepts, experience staging, experiencescape
Ämneskategorier Företagsekonomi

Sammanfattning

The aim of this study is to explore how storytelling with local and regional origin can be used to develop meal experience concepts in restaurants. Focus is on Nordic food from the perspective of the experience economy. The first goal is to analyse the transformation of menus into experience concepts and dining areas into experiencescapes. The second goal is to investigate if storytelling activities in restaurants can lead to destination development. It is also reflected upon if meal experience storytelling in restaurants has implications for consumers’ everyday food consumption. Three cases in Sweden and Norway with different storytelling strategies are selected. In all these cases, the stories are unique, the places are linked to the stories and the personnel take part in the storytelling activities. The stories are easy to communicate and easy for the target group to connect to. The menus are linked to the story and are all based on local Nordic food culture and local food products. The menus are set and offered in experiencescapes that in various ways fit the stories. The concepts have contributed to the destinations with more visitors, more collaboration among businesses and increased media attention.

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