Abstract
Storytelling has been one of the defining attributes of the theme park industry. This chapter describes the strategic storytelling present in theme parks, one of the most popular visitor attraction sectors globally. It posits four types of story-connected layers present in theme parks: story-based experiences, story-adjacent experiences, story-driven experiences, and story-interactive experiences. Each of these layers provides narrative connections with visitors and enhances positive outcomes such as visitation, revenue, revisit intention, and brand loyalty. The chapter notes the value of utilizing strategic storytelling to stage impactful experiences and suggests narrative strategies that can be applied in multiple tourism contexts.
TopBackground
This entire volume tributes the power of storytelling, and it has particularly been essential for tourist destinations because of their connections to culture and place. Storytelling is a basic trait of human culture; indeed, people “think with narrative” (Abbot, 2012). Human culture is passed down through stories, and daily lives are organized through narratives. Experiences in destinations and attractions are likewise narrativized after the visit (Chronis, 2012). In tourism contexts, storytelling can coordinate an entire business, express the organization, and create a brand (Mossberg, 2008). Corporate storytelling can be powerful, both shaping the company culture and the perception of stakeholders (Gabriel, 2000).
With theme parks and other tourism sites, personal narratives are reaffirmed (and occasionally reproduced), making the spaces easier to connect to. Storytelling can be strategically deployed in most servicescapes, but it is inherent to the theme park. Storytelling, used interchangeably in this chapter with narrative, is understood in the narrative theory sense as the combination of story and discourse. Story is a sequence of events, often with characters and setting, in chronological order. The discourse, or the telling of the story, can be stated in any order and use any number of techniques. In the theme park, the narrator of stories can be humans using oral storytelling, media like film, robotic figures, or the environment itself. Like with other forms of storytelling, theme park narratives are closely tied to emotion and generational memories (Hover & Vugts, 2013).
Key Terms in this Chapter
Story-Adjacent Experience: An attraction that is influenced by its location in a theme park to be part of a structured narrative.
Narrative/Storytelling: The way in which a story is told; it can be in any order (i.e., it can include flashbacks, removed sections, etc.). In a theme park, this can be explicit, implicit, or interpretive; it can be in many formats including dark rides, stage shows, or nighttime spectaculars.
Dark Ride: An enclosed ride with multiple show scenes. Generally found in amusement and theme parks, these rides can be in many forms (busbar, enhanced motion vehicle, trackless, boats in canals, and occasionally roller coasters).
Attraction: Within a theme park, the primary draws for visitors. This can include roller coasters, dark rides, water rides, thrill rides, walkthrough exhibits, stage shows, projection shows, parades, fireworks, and occasionally restaurants or shops.
Story-Interactive Experience: An attraction that involves participation from visitors to fully experience a narrative.
Implicit Storytelling: A story told through environmental means (sound, music, lighting, props, architecture, landscaping, etc.).
Story-Based Experience: An attraction that has narrative source material (usually books, films, video games, culture, and fairy tales). The attraction may or may not use the story in its presentation.
Interpretive Storytelling: A story that is open to interpretation from visitors rather than a specific story being told (explicit) or a specific story that is meant to be discovered (implicit).
Story: A sequence of events in chronological order; usually involves characters, events, and settings.
Explicit Storytelling: A story told through written or oral means.
Theme Park: Visitor site with an underlying theme(s), filled with a variety of attractions. Several categories exist including destination parks (e.g., Disney, Universal), regional parks, local parks, or niche parks. Antecedents include amusement parks, world expos, theatre, and cinema.
Story-Driven Experience: An attraction that has the structure and content of a narrative. The presentation reinforces its narrative.