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Scandinavian Journal of Hospitality and Tourism
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Extraordinary Experiences through Storytelling
Lena Mossberg
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Norwegian School of Management, Oslo, Norway Version of record first published: 26 Nov 2008. To cite this article: Lena Mossberg (2008): Extraordinary Experiences through Storytelling, Scandinavian Journal of Hospitality and Tourism, 8:3, 195-210 To link to this article: http://dx.doi.org/10.1080/15022250802532443

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Scandinavian Journal of Hospitality and Tourism, Vol. 8, No. 3, 195–210, 2008

Extraordinary Experiences through Storytelling
Downloaded by [University of Gothenburg] at 23:40 31 January 2013

LENA MOSSBERG
Norwegian School of Management, Oslo, Norway

ABSTRACT A global trend in the experience industry is to build an entire business or parts of a business around a story. This might apply to a single product, an organization or a destination. The purpose of this conceptual paper is to discuss and highlight critical issues to reveal new insights into conceptualizing tourism and hospitality organizations as stories. For the consumer to be immersed in the story and to have an extraordinary experience, two preconditions are proposed which relate to the type of service and the setting: one is the need for the experience to take place in a hedonic service consumption setting and the other is a servicescape that allows the consumer to step away from everyday reality. It is also proposed that involvement and co-creation, as well as a guide, can be used to facilitate a tourist’s immersion in a story and a servicescape. Should the organization succeed in creating a unique story, the benefits include the difficulty other organizations face copying the achievement and attention from the media. KEY WORDS: Storytelling, servicescape, dramaturgy, extraordinary experiences, strategy, hospitality

Developing Products, Organizations and Destinations around a Story Organizations have used stories for many years in their work to create a corporate culture. Apart from stories such as these used internally within organizations (see Denning, 2001), there are also other types of storytelling used in management and marketing. These include stories about organizations or products, such as branding stories (Salzer-Morling, 2004), advertising stories (Escalas, 2004), or stories about ¨ the story, as when a well-known company founder explains how he created the company. An example of the latter is the story of J. Carlzon (1986) and how he applied service management to Scandinavian Airlines in 1980s. Other types of story include consumer stories (Stern, 1995) and the development of a concept around a story (Deighton, 1992; Mossberg & Johansen, 2006). This paper aims to provide an...
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