Leveraging folklore and fantasy to promote small destinations: the case of Visit Wales

IF 2.7 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Policy Research in Tourism Leisure and Events Pub Date : 2023-10-03 DOI:10.1080/19407963.2023.2263860

Dorothy Yen, Jungmin Jang, Liyuan Wei, Nigel Morgan, Annette Pritchard

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Abstract

This paper analyses how folklore can be harnessed by destination management organizations (DMOs) and related agencies through story-telling, screen tourism and product development. It presents a two-stage study, which explores policy suggestions proposed at a United Kingdom Parliamentary Committee Inquiry into Wales’s international marketing. An online survey was conducted with international students, as representative of tourists open to less familiar destinations and well-represented amongst fantasy fans, to test the appeal of a differentiation strategy for Wales incorporating folklore. Having established the market potential of folklore, a co-design workshop was held with 36 tourism and creative sector stakeholders to discuss the challenges of leveraging legends and fantasy film locations to attract international visitors. The paper discusses the tourism policy and practice opportunities of adopting this strategy for the folklore-rich but resource-constrained small destination of Wales. It concludes with insights, which have relevance for similar national DMOs and related agencies.

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利用民间传说和幻想来推广小型目的地:“威尔士之旅”的案例

本文分析了目的地管理组织(DMOs)和相关机构如何通过讲故事、屏幕旅游和产品开发来利用民俗。它提出了一个两阶段的研究，其中探讨了在英国议会委员会调查威尔士的国际营销提出的政策建议。一项在线调查是在国际学生中进行的，作为游客对不太熟悉的目的地开放的代表，在幻想迷中很有代表性，以测试威尔士融入民间传说的差异化战略的吸引力。在确定了民间传说的市场潜力后，我们与36名旅游业和创意界别的持份者举办了一个合作设计工作坊，讨论利用传说和奇幻电影外景吸引国际游客所面临的挑战。本文讨论了威尔士这个民间传说丰富但资源有限的小目的地采用这一战略的旅游政策和实践机会。最后提出了一些见解，这些见解对类似的国家dmo和相关机构具有相关性。

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来源期刊

Journal of Policy Research in Tourism Leisure and Events HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.90

自引率

19.40%

发文量

期刊介绍： Journal of Policy Research in Tourism, Leisure & Events provides a unique forum for critical discussion of public policy debates relating to the fields of tourism, leisure and events. This encompasses the economic, social, cultural, political and environmental dimensions of official intervention. In addition to high quality theoretical and empirical papers, the journal publishes contributions examining the value of contrasting methodologies, or advocacy of novel methods. Inter- and multi-disciplinary submissions are particularly welcome. In order to foster debate and extend the scope of discussion, it publishes shorter carefully argued position statements on specific, topical interventions in the Contemporary Policy Debates section. In addition, the journal’s novel Dialogues section involves ‘point/counter-point’ debates between contributors on a range of policy-related or policy research-related topics. These may interrogate key concepts from different cultural, theoretical or spatial perspectives, or discuss potential responses to a range of practical challenges involved in undertaking policy-related research in the fields of tourism, leisure and events. With a swiftly growing academic reputation, the journal is ‘B’ rated by the Australian Business Deans Council (ABDC). It has received citations from a number of senior practitioners and influential bodies, including the Organisation for Economic Cooperation and Development (OECD).