1. Striving to be different but becoming the same : creativity and destination brands promotional videosTjaša Alegro, Maja Turnšek, 2020, izvirni znanstveni članek Opis: Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a "collage" of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical "collage" genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.
Ključne besede: creativity, destination branding, YouTube, storytelling, humor
Objavljeno v DKUM: 29.01.2024; Ogledov: 284; Prenosov: 28
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2. Literary tourism : the role of Russian 19th century travel literature in the positioning of the smallest European royal capital - CetinjeAndriela Vitić-Ćetković, Ivona Jovanović, Jasna Potočnik Topler, 2020, izvirni znanstveni članek Opis: Increasing competition on the global tourism market forces numerous tourist destinations to create a specific image and diversify their offers through innovative and sustainable tourism products. In view of this, there is a range of possibilities for utilizing historical resources, tangible and intangible cultural heritage, including travel literature, which has not been considered in Montenegro thus far in the context of potentials for enhancing the tourist offer. This paper is focusing on the research of travel literature by 19th century authors from Russia who wrote about Cetinje and Montenegro, as well as the possibilities of creating a destination image and diversified experience for specific market niches, primarily the tourists from Russia who have been among the most numerous in Montenegro. The expected outcome of the research is to point out the importance of valorisation of Russian traveler literature in the context of creating a destination image. Considering the negative propaganda of a part of the media in Russia when Montenegro entered NATO in 2017, it is expected that this Balkan and Adriatic country, whose primary business is tourism, will have to identify and acquire state-of-the-art modalities for attracting new target segments from the Russian Federation. In this paper, literary tourism with the concepts of town - museum, town of books and storytelling, as marketing communications tools, are proposed to promote the revival and valorization of historical events, historical figures and Cetinje's former image in the positioning of the tourism destination, also in the conte xt of sustainable tourism development.
Ključne besede: travel literature, literary tourism, heritage, destination image, destination positioning, storytelling, Monte Negro, Cetinje
Objavljeno v DKUM: 26.01.2024; Ogledov: 235; Prenosov: 5
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3. Influence of explainer videos in marketing communication for tourism and health servicesTanja Sedej, Sonja Mlaker Kač, 2022, samostojni znanstveni sestavek ali poglavje v monografski publikaciji Opis: Digital marketing has been gaining more attention in last years. Several researchers have shown that it is a very powerful tool in the field of storytelling. In the last decade tourism has changed from typical destination marketing to approaches that often use storytelling, augmented reality, the sharing economy, all-year tourism, etc. Most of these tourism offers can be best promoted via digital media. Especially when it comes to the younger generation, social and digital media are crucial for success. Our research focuses on explainer videos and their importance in marketing for the tourism sector aimed at young people. Our research was conducted with a group of Slovenian students. The results show that explainer videos have great potential in field of destination marketing, event promotion (such as for sport and cultural events) and services (such as sharing-economy systems and health services) among the student population. Our research has also shown the content and animation/images used in explainer videos are the most important elements in attracting and holding the attention of younger generation.
Ključne besede: explainer videos, storytelling, tourism, health services, marketing
Objavljeno v DKUM: 17.01.2024; Ogledov: 405; Prenosov: 22
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4. Preserving and presenting heritage through sustainable energy tourism : the case of Kobarid in SloveniaJasna Potočnik Topler, 2022, izvirni znanstveni članek Opis: Energy tourism, which is quite recent despite the fact that the practice of tourists visiting power plants, very often for educational purposes, has a long tradition in Slovenia due to power plants on the Drava River. Particularly, the oldest Fala power plant is an area where the technical field of electric power production and transmission overlaps with tourism. The article that employs the methods of participant observation, interviews with some stakeholders and content analysis focuses on some possibilities of including electric power production and transmission infrastructure into various tourist and educational programmes, including through storytelling, which is a useful tool also when it comes to presenting sustainable and socially responsible project design, considering the needs of all stakeholders involved in the process and, consequently, raising awareness and responsibility towards the environment. Based on a case study of the Kobarid substation, which is a modern sustainably designed power facility built in a Natura 2000 protected area, this article focuses on the possibilities of creating new energy tourism products by employing storytelling, new media and new technologies.
Ključne besede: tourism, storytelling, Kobarid substation, cooperation, sustainability, new media
Objavljeno v DKUM: 15.01.2024; Ogledov: 286; Prenosov: 22
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5. Digitalized storytelling : the case of NeuromancerBorut Jurišić, 2016, magistrsko delo Opis: This paper compars two media capable of transferring the ideas of the author to the audience. First is the traditional media for storytelling - a printed book; and the second is the digital media for which the author presents a case that it is a storytelling media that allows for a new and different was of presenting a story - a computer game. With provided history of computer game development and a direct comparison of Gibson's novel Neuromancer and its conversion into a graphical adventure computer game, the author of the paper presents the different possibilities and limitations of each medium.
Ključne besede: digital storytelling, computer adventure games, interactive story, William Gibson, Neuromancer
Objavljeno v DKUM: 04.03.2022; Ogledov: 745; Prenosov: 29
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6. SPODBUJANJE LITERARNOESTETSKEGA DOŽIVETJA Z INTERPRETATIVNIM PRIPOVEDOVANJEM PROZE - STORYTELLINGOMRok Kravanja, 2009, diplomsko delo Opis: Diplomska naloga se ukvarja z interpretativnim pripovedovanjem proze, kar lahko z eno (angleško) besedo imenujemo storytelling. Naloga si za osrednji problem postavi literarnoestetsko nespodbudno okolje ter ugotavlja njegov (predvsem neugoden) vpliv na otroka. Nespodbudno okolje primerja z literarnoestetsko spodbudnim in dokazuje njegove prednosti. Izpostavlja vlogo učitelja, ki kot pomemben del otrokove vzgoje lahko s svojim načinom poučevanja kompenzira negativne učinke literarnoestetsko nespodbudnega okolja. Kot eno izmed možnosti navaja poseben način pripovedovanja literarnega besedila — storytelling — in vidi rešitev v njegovi pogostejši aplikaciji pri učni uri mladinske književnosti. Predpostavi, da učitelji z interpretativnim pripovedovanje proze — storytellingom pri učencih dosegajo višje cilje književne vzgoje, saj način podajanja zgodbe vpliva na sposobnost pomnjenja večjega števila informacij ter olajšuje razumevanje zgodbe. Velik del diplomske naloge sloni na empiričnem proučevanju Warda Williama Smitha, ki je v okviru svoje doktorske študije raziskoval vplive različnih načinov podajanja zgodbe na četrtošolcih z različnimi načini procesiranja informacij. Njegovo delo tako empirično podpira to teoretično nalogo, zasleduje vplive storytellinga in hkrati izpostavlja potrebo po nadaljnjem proučevanju tovrstnega načina podajanja zgodb.
V zadnjem delu diplomska naloga ponuja nekaj napotkov in smernic, kako se naj učitelj pripravi na takšen način pripovedovanja, ter snuje model učiteljeve priprave na interpretativno pripovedovanje proze — storytelling.
Ključne besede: storytelling, interpretativno pripovedovanje, literarnoestetsko spodbudno okolje, literarnoestetsko nespodbudno okolje, interpretacija literarnega besedila, mladinska književnost, interpretacija proze
Objavljeno v DKUM: 16.12.2020; Ogledov: 1154; Prenosov: 88
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