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Hi all,
Here is the padlet for Feedback 1.

Instructions:

- Post your group's project – 200 words overview/abstract of your chose case.

- One post on the Padlet per group. Encouraged to use hyperlinks, photo/video etc. as part of your post.

- Each group should make replies to other groups on their Padlet post – minimum 5 replies.

- Martin and Kaya will also give feedback as replies on each group’s post (via the Padlet).

- You will be allocated time in class to work on the post (Lecture 5, Monday 27th).

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Ethical representation of intangible cultural heritage on digitalized platforms - the case of the annual whale slaughter in Faroe Islands

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Ethical representation of intangible cultural heritage on digitalized platforms - the case of the annual whale slaughter in Faroe Islands

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In the case of the annual whale slaughter (*"Grindadrap") in Faroe Islands, medias appear as taking a one-sided point of view, only portraying the cruel act of hunting, without taking into account the other considerations, aspects, and positive impacts/benefits generated to the local community (source of food, economic contributor, continuity of their ancestral traditions, the restrictions around the event, how the resource is being utilized).

We will discuss the role of digitalization in influencing the perception and conservation of traditions.

We would also like to demonstrate how online media can shape the image of a destination, and can impact its tourism-related activities.

The concepts of brand-scaping and place-making will be used and applied.

*"Grindadrap" means the harvesting and slaughter of whales. Faroese claim this is a tradition.

Filip, Sujit, Betsy, and Rachel

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The practice of dolphin hunting in the Faroe Islands has come under scrutiny after more than 1,400 of the mammals were killed in what was believed to be a record catch.

The pod of white-sided dolphins was driven into the largest fjord in the North Atlantic territory on Sunday.

Boats herded them into shallow waters at Skalabotnur beach in Eysturoy, where they were killed with knives.

The carcases were pulled ashore and distributed to locals for consumption.

Warning: This article contains graphic details and images some may find distressing.

Footage of the hunt shows dolphins thrashing around in waters turned red with blood as hundreds of people watch on from the beach.

Known as the grind (or Grindadrap in Faroese), the hunting of sea mammals - primarily whales - is a tradition that has been practised for hundreds of years on the remote Faroe Islands.

The Faroese government says about 600 pilot whales are caught every year on average. White-sided dolphins are caught in lower numbers, such as 35 in 2020 and 10 in 2019.

Supporters say whaling is a sustainable way of gathering food from nature and an important part of their cultural identity. Animal rights activists have long disagreed, deeming the slaughter cruel and unnecessary.

Sunday's hunt was no different, as international conservation groups rounded on the hunters to condemn the killing.

But the scale of the killing at Skalabotnur beach has shocked many locals and even drawn criticism from groups involved in the practice.

Bjarni Mikkelsen, a marine biologist from the Faroe Islands, put the reported death toll into perspective.

He said records showed that this was the largest number of dolphins ever killed on one day in the Faroe Islands, a autonomous territory of Denmark.

He said the previous record was 1,200 in 1940. The next-largest catches were 900 in 1879, 856 in 1873, and 854 in 1938, Mr Mikkelsen said.

On Sunday night a super-pod of 1428 Atlantic White-Sided Dolphins was driven for many hours and for around 45 km by speed boats and jet-skis into the shallow water at Skálabotnur beach in the Danish Faroe Islands, where every single one of them was killed. https://t.co/uo2fAPhCDq
- Sea Shepherd (@seashepherd) September 14, 2021

The BBC is not responsible for the content of external sites. View original tweet on Twitter

In an interview with the BBC, the chairman of the Faroese Whalers Association, Olavur Sjurdarberg, acknowledged that killing was excessive.

Why were that many dolphins killed, then?

'People are in shock'

"It was a big mistake," said Mr Sjurdarberg, who did not participate in the hunt. "When the pod was found, they estimated it to be only 200 dolphins."

Only when the killing process started did they find out the true size of the pod, he said.

"Somebody should have known better," he said. "Most people are in shock about what happened."

Even so, according to Mr Sjurdarberg, the catch was approved by the local authorities and no laws were broken.

Such hunts are regulated in the Faroe Islands. They are non-commercial and are organised on a community level, often spontaneously when someone spots a pod of the mammals.

To take part, hunters must have an official training certificate that qualifies them to kill the animals.

'Legal but not popular'

Killing white-sided dolphins is "legal but it's not popular", said Sjurdur Skaale, a Danish MP for the Faroe Islands.

He visited Skalabotnur beach to speak to locals on Monday. "People were furious," he said.

Still, he defended the hunt, which he said was "humane" if done in the right way.

That involves a specially designed lance, which is used to cut the spinal cord of the whale or dolphin before the neck is cut.

Using this method, it should take "less than a second to kill a whale", Mr Skaale said.

"From an animal welfare point of view, it's a good way of killing meat - far better than keeping cows and pigs imprisoned," he said.

Campaign group Sea Shepherd has disputed this, arguing that "the killing of the dolphins and pilot whales is rarely as quick as Faroese government" makes out.

"Grindadrap hunts can turn into drawn-out, often disorganised massacres," the group says.

"The pilot whales and dolphins can be killed over long periods in front of their relatives while beached on sand, rocks or just struggling in shallow water."

Braced for 'a big backlash'

Surveys suggest that most people are opposed to the mass slaughter of dolphins in the Faroe Islands.

On Sunday, the national reaction was "one of bewilderment and shock because of the extraordinarily big number", said Trondur Olsen, a journalist for Faroese public broadcaster Kringvarp Foroya.

"We did a quick poll yesterday asking whether we should continue to kill these dolphins. Just over 50% said no, and just over 30% said yes," he said.

In contrast, he said, a separate poll suggested that 80% said they wanted to continue with the killing of pilot whales.

The polls provide a snapshot of public opinion towards the killing of sea mammals.

Criticism of the Faroese hunt has ebbed and flowed over the years. The hunt is brought to wider attention from time to time, as it was by the popular Seaspiracy documentary on Netflix earlier this year.

This time, though, locals say the reaction - especially within the whaling community - has been unusually damning.

"There's been a lot of international attention. My suspicion is that people are bracing themselves for a big backlash," Olsen said.

"This is a good time for campaigners to put even more pressure on. It will be different this time because the numbers are very big."

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Faroe Islands: Anger over killing of 1,400 dolphins in one day

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The practice of dolphin hunting in the Faroe Islands has come under scrutiny after more than 1,400 of the mammals were killed in what was believed to be a record catch. The pod of white-sided dolphins was driven into the largest fjord in the North Atlantic territory on Sunday.

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This commercial is exploring how the Faroe Islands feels forgotten in Danmark’s press conference on June 15th 2020 where Denmark's borders with Norway, Iceland and Germany will open. But the Faroe Islands, which feel completely forgotten in that context, are also opening, even though it was not mentioned during Friday's press conference. Therefore, Visit Faroe Islands now encourages Faroese and everyone who has had good experiences on the scenic islands to help get the Faroe Islands back on the world map, now that the government has forgotten them. The Faroe Islands have been corona-free for a full 25 days and are more than ready to receive the Danish tourists again.

We, as a group, want to analyse the semitics being used in the advertisement and maybe there could be a discourse analysis involved as well.

Kasper/Nanna/Johanne/Johanna

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This advertisement is from AeroMexico and explores the travel dynamics from southern US citizens with neighbouring country, Mexico. The advertisement dives into subjects such as racism, xenophobia, genetics, and of course place-making. It consists offering US citizens airfare discounts depending on their genetic heritage. The more Mexican they are the more discount they will get. We think this is an interesting advertisement because it shows several scopes that we can explore further from a marketing and communication prospective particularly US citizens reaction to the video, the political climate, and how much it actually benefited AeroMexico sales or brand image. AeroMexico has a history of being involved in political discourse and this advertisement combines the political view with promoting Mexico as a destination at the same time.

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Award-winning DNA DISCOUNTS advertisement for "AeroMexico" airlines

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Overtourism has been a growing concern in the Faroe Islands. In 2019, Visit Faroe Islands decided to enlist the help of travelers to drive awareness of the issue and request their help in making it right.

In a video appeal, the Faroe Islands announces that during one weekend in April, it would be closing all tourism attractions, museums, trails and parks “for maintenance.” It calls on visitors to volunteer their time and help the island preserve its natural assets in exchange for free meals and board during their stay.

The video strikes a careful balance – not turning visitors away, but instead calling for them to be a part of the solution and welcoming them to partake in a more authentic and local experience.

We would like to analyses the market communication and how it affects the destination branding

Suzy/Kamran/Adam/Gregers

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Closed for maintenance, open for voluntourism

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The tourism board of Nepal has used this video as the way of communication to connect tourists from all around the world. The video itself speaks of natural beauty, lifestyle, cultural, geographical, and historical diversity of Nepal.

As a group, we have decided to go with the idea of future and post pandemic path in market communication. Therefore, we are using the following video cliff which wassubmitted for the visit Nepal 2020 campaign in Nepal. The year 2020 was expected to be a massive year for the Nepalese tourism industry as the country brought an idea to promote the campaign "Visit Nepal 2020" globally and managed to organize events like 2nd Annual Ice Climbing Festival, Sustainable Summit Conference, Everest Marathon, World Trails Conference and many other. The promotional events were carried out in different countries including Cyprus, Australia, Dubai and other European countries. We will mainly focus on marketing perspective of Nepal tourism board through “Visit Nepal 2020” campaign to attract international tourist, Nepal as a most famous tourist destination and is eagerly waiting to welcome after the devastating earthquake in 2015. Apart from that, we will be discussing the impact of covid 19 on the “Visit Nepal 2020” campaign. The campaign aimed to bring two million tourists in 2020 which could not succeed due to the pandemic
We like to use semiotic market communication in tourism as the video shows different aspects related to Nepal and try to represent through vedio and image.

Anup, Rabindra, shubharaj, Subarna

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Visit Nepal 2020 Nepal Tourism Board Offical Promo

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The Placemaking process of Tivoli Garden

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The Placemaking process of Tivoli Garden

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If people visit Copenhagen then their first visit will be to Tivoli Garden. It is the world's second-oldest amusement park and most visited amusement park in Scandinavian countries.

As People come to Tivoli, they can experience a variety of things.
- Magical and nostalgic rides
- Friday rock and world-class classical music
- Variety of foods from different parts of the world
- Visualization of Asia (China)
- Natural beauty ( Flowers)

To be friendly with nature, the Tivoli is decorated according to the season and festivals.
Like, cab enjoy the garden in summer and then Halloween universe with witches, pumpkins, and lanterns every autumn.

We, as a group analyzing the placemaking process of Tivoli in order to attract people?
Some of the things, we discuss with our group members are
a. Focusing on the inclusion of disabled people regarding free toilet and parking spaces.
b. Special scheme for those disabled people.
c. Collaboration with Tivoli Hotel and have a facility of a special room for disabled and allergic people.
d. Collaboration with danish authorities for companion card.
e. World-class Classical music every day with different varieties.
f. Firework on weekend.

Khum/Aakash/Prajana/Reza/Khandoker

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Purpose and the idea behind the Campaign

The idea behind it was to give people all over the world a chance to speak to a random Swede on any topic like Northern lights, meatballs, feminism, etc - completely up to the caller. 26,000+ Swedes signed up to answer calls and speak to strangers about any topic. The campaign offered an unfiltered view of Swedish opinions. Made people curious about the country and their way of living. They sought to inform people about the Swedish mentality, behavior and culture.

What values they wanted to show

To celebrate the 250 year anniversary of the abolition of censorship they chose to showcase this value by giving to the general public the opportunity to speak for themselves.

It was an authentic and honest way to promote Sweden, a very good storytelling initiative. Real people, and genuine reactions. General public were answering the phone. They didn't include celebrities in their campaign.

Callers could learn about Sweden without travelling there. They had access to the information they would have never found from the internet. It would have been a perfect marketing strategy during the pandemic - a chance to interact with Swedes remotely.

We would like to examine the semiotics of market communication in this campaign.

Judit, Mathias, Nancy, Priya, Asger

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Tourism is impacted by many forces, both direct and indirect, and all forces affect the sector either positively or negatively.  Natural disasters are an example of how tourist destinations are influenced by various, unpredictable factors.

In the last decade, the global number of bushfires has risen and has negatively impacted tourism and travel.  These impacts make it crucial for DMOs and organizations to not only respond but to have an effective communication strategy both during the disaster and post-disaster.

Such examples are the wildfires in California over the past several years that have greatly affected the locals and the tourism industry. According to National Geographic (https://www.nationalgeographic.com/science/article/climate-change-increases-risk-fires-western-us), climate change amplified the possibility of wildfires, citing that there were “intense fires across the American West due to increasing heat, changing rain and snow patterns... and other climate-related changes.”

In relation to market communication, the article talks about how wildfires in California had been exaggerated by the media, and how it impacted the tourist perception as well as the perception of the local community and businesses. Although tourist numbers remain strong, Visit California has concerns that the ‘brand’ will be tainted. The article mentioned that the CEO of Visit Calfornia was "frustrated by dramatic media coverage that gives the impression the entire state is engulfed in flames."

Our group aims to understand and present how DMOs can effectively respond to these large-scale disasters. Furthermore, it will also look at how post-disaster communication can and should respond to the destination to recover the inevitable loss of image and security in the location that leads to an unpreventable loss of visitors.

Annie/Jordan/Rojeena/Luca/Anja

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After several years of unprecedented wildfires, many of them raging through national forests and the celebrated Napa/Sonoma wine region, California's tourism industry is up against what former Governor Jerry Brown calls "the new abnormal."

While visitor numbers remain strong, California tourism marketers are grappling with other challenges, some of them exacerbated by the fires. These issues include a lack of affordable housing for service employees and the need to steer wine tourism away from the popular - and most fire-prone - fall harvest season.

There are also worries that the image of the Golden State may be irrevocably tarnished.

Among those concerned about all of these issues is Caroline Beteta, CEO of Visit California, the statewide tourism marketing arm. In particular, she is frustrated by dramatic media coverage that gives the impression the entire state is engulfed in flames.

"There is a real threat to our brand being tarnished, with these visual images year after year," she said. "This year was actually the fifth lightest fire season for California in 25 years, but this was not mentioned once during the coverage. There was no loss of life, and just one winery out of many hundreds was burned."

Despite the wildfires, California visitation and visitor spending have continued to grow for the past nine years. According to figures from Visit California, nearly 42 million visitors arrived in California on domestic flights last year, up by 7.3 percent in 2017, while visitor spending hit an estimated $140.7 billion.

Marketing Changes

Even so, the wildfires have prompted changes in how the state markets and manages tourism, including placing more emphasis on visiting wine regions during the winter and spring, Beteta said. The state is also working to encourage more visitation to lesser-known wine regions such as Paso Robles on the Central Coast and Temecula in Southern California.

Visit California is currently developing a Destination Stewardship Plan, which is addressing the impact of wildfires and climate change as well as the need for affordable workforce housing. With input from over 1,000 tourism industry members, a final plan is expected to be released in May.

"What's encouraging is that the tourism industry is really stepping up by encouraging local politicians to work on issues like affordable housing," Beteta said. "Organizations like the San Francisco Travel Association have become very aggressive on this."

Wine Country Woes

The tourism destination most struggling with the wildfire aftermath is Sonoma County where the Kincade Fire burned over 77,000 acres in October, coming dangerously close to the popular tourist town of Healdsburg and destroying the historic Soda Rock Winery.

The county was still reeling from the far more disastrous Tubbs and Atlas fires of October 2017, which destroyed entire neighborhoods and two major hotels in Santa Rosa as well as multiple wineries throughout Sonoma County and neighboring Napa County. (While the Tubbs Fire was the largest wildfire in California history, it was soon eclipsed in 2018 by the Camp Fire, which decimated the Northern California town of Paradise.)

After a huge marketing effort in 2018 to shore up its hard-hit tourism industry, visitation was returning to normal just as the Kincade Fire and several days of power shutoffs throughout the county occurred, said Claudia Vecchio, CEO of Sonoma County Tourism.

Now Sonoma County is launching a Gather in Sonoma initiative, primarily aimed at the drive market, to encourage winter holiday visitation. A more ambitious program called Life Opens Up is positioning Sonoma County as a spring destination for national and international visitors.

"We're working with travel agents and tour operators to help us boost our shoulder seasons on a global basis," Vecchio said. "One thing we're doing is a virtual trade show where travel professionals can go online and click on an information 'booth' for real-time connectivity."

Napa Valley, which enjoys greater name recognition than Sonoma and did not suffer the same degree of fire devastation, rebounded more quickly after the 2017 fires. While tourism took a nosedive in late 2017, the destination hosted a record 3.85 million visitors in 2018, according to Linsey Gallagher, CEO of Visit Napa Valley.

Nevertheless, the organization is concerned with perception issues from wildfires and, like Sonoma County, has changed its approach to tourism marketing by pulling emphasis away from the fall harvest season.

"We're trying to drive more tourism to what we call our Cabernet Season, which is November through April," Gallagher said. "Our sales team is working with travel advisors and meeting planners to get out the message that it's a beautiful, peaceful time to visit."

At the same time, Visit Napa Valley is also addressing other tourism-related issues, including the car traffic that frequently clogs the two narrow highways flanking the valley's vineyards.

"Our hotel members are lending financial support to Napa Valley Forward, a project which encourages people to ride bikes and use shuttles," Gallagher said. "We're trying to come up with incentive-based solutions that change behavior and promote sustainability. We know we have to do more than just marketing to get people to come here."

Housing Crisis

Gary Pollard, owner of Ambassador Tours, a 60-year-old leisure travel agency based in San Francisco, is among travel professionals who feel California's lack of affordable housing is a more serious issue facing the state's tourism industry than visitor numbers or perception over the wildfires.

"The problem is not in getting people to come here - it's how we serve them once they get here," he said. "Restaurants and hotels are struggling to find help. Many service workers in the Bay Area have to commute two hours from the Central Valley. Is that sustainable? Something has to give."

Continual wildfires are only making it more difficult for people who work in the tourism industry to live in the state, according to marketing consultant John Poimiroo, California's former state tourism director and creator of the California Tourism Marketing Act, which catapulted the state's tourism budget from 48th in the nation to first place.

"Wildfire has become an existential threat to tourism in California, not because it's incinerating tourism facilities but because of how it's affecting rural tourism's ability to survive due to the loss of fire insurance and workforce housing," he said.

Not only have residents and small business owners lost their homes and stores in the wildfires, but many cannot rebuild because of the difficulty of obtaining fire insurance, Poimiroo added.

"These fires are social disasters because we need to assure that people can get insured and come back," he said. "Otherwise our tourism destinations will have no employees."

California's booming economy, and widening income inequality, is also contributing to the crisis, creating a situation where wealthy vacation home buyers, many of them operating short-term rentals, are displacing locals, Poimiroo said.

"This is now a huge issue in places like Lake Tahoe," he said. "Workforce housing was the hot topic at the recent Tahoe Economic Conference. The question is whether or not communities have the political will to deal with it."

Although visitor numbers are high, Pollard thought it would be a mistake to assume that tourism in California won't face increasing competition, particularly from the burgeoning number of wine regions around the world, and could push off addressing issues such as traffic and affordability.

"If other destinations have attractive wine destinations, along with less congestion and less cost, why should California be the automatic choice?" he said. "We can't assume because we have the Golden Gate Bridge and beaches that people will come here. You can't rely on what happened yesterday."

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How the California Wildfires Are Impacting Tourism

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After several years of unprecedented wildfires, many of them raging through national forests and the celebrated Napa/Sonoma wine region, California's tourism industry is up against what former Governor Jerry Brown calls "the new abnormal." While visitor numbers remain strong, California tourism marketers are grappling with other challenges, some of them exacerbated by the fires.

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In relation to the topic of futures and post-pandemic paths in market communication, we would like to analyse communication from the Japanese Tourism Board and point out the problems and potentials of their communication. In our work, we will analyze the main selling points in pre-pandemic, during-pandemic and post-pandemic campaigns (various videos)  in order to point out the shifts in strategy. These insights will be used to see post-pandemic communication in a more global context in order to define more general suggestions for future communication within tourism.

We would like to look into the topics of semiotics and storytelling as tools to analyse the meaning within the chosen videos.

The shown video is an example of post-pandemic communication.

https://www.youtube.com/watch?v=Z8EGy3nhpNI

The video shows the new way of doing things at a new pace, tapping into the Slow tourism “mega”-trend. It is inviting both international and local tourists. Exploring the outdoor activities and engaging with the local community - localhood.  It focuses a lot on cultural and social aspects rather than just economic values and consumerism. It also suggests ways of doing tourism differently and lessons learnt after a global pandemic.

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The official DMO of New Zealand has a very non traditional approach to marketing campaigns when you look at the past.

GetNZonthemap is a marketing campaign from 2018 consisting of several videos from 100%Pure New Zealand.

The campaign focuses on the fact that NZ is consistently being left out of world maps in a funny and very light way where they point fingers at fx. specific companies that forgot about them but not in a serious way.
We want to look at the videos and how they used storytelling and semiotics to portray an important subject. Firstly we want to try to analyse the message and look at peoples reaction to the campaign. Do they understand the message, and how to they take part in shaping the message through the comments/sharing? Does the message change along the way?

The campaign also has a focus on creating awareness and getting people talking through word of mouth. It’s interesting to look at placemaking and how it’s being created and used but also how they brand NZ and attract visitors through not showing the country or the people but just talking about ‘them missing’.
They talk about NZ missing in the world, but they themselves are missing the people and missing the sites in the video.

Ada, Dominika, Marlene & Josephine

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Off the map: New Zealand tourism ad takes on 'conspiracy'

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The evolution of Digitalization in market communication in tourism of Nepal

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The evolution of Digitalization in market communication in tourism of Nepal

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Nepal is now open for tourism as of 24th September 2021 after almost 18 months of closure. It's huge news for a country as small as Nepal whose major source of revenue is tourism. The whole world including Nepal was hugely affected by the pandemic and the most affected industry was tourism & hospitality, impacting a $1.09 trillion USD (2020) global tourism industry according to statistica.

The reopening of tourism has opened a lot of possibilities for the stakeholders and tourists, while also simplifying the process of visiting Nepal. Nepal Tourism Board (NTB), the official national tourism organization of Nepal was suggested to focus more on digital marketing rather than the primitive ways of marketing Nepal had been following.

Following the recommendation provided by tourism entrepreneurs and stakeholders, the government of Nepal has chosen to use a digital platform unlike before when paper-based advertisements were seen to showcase the beauty and to provide the information needed to make the decision for tourists who had to face restrictions during the pandemic.

We will discuss how digitalization has evolved and how pandemic has changed the concept of digitalization in the tourism market in the context of Nepal while also considering the impacts it will have on the post-pandemic tourism market. We will also explore the changes in tourism brought by embracing digitalization in the Nepali tourism industry. (https://www.facebook.com/watch/?v=605144600666762&ref=sharing)

- Abinash, Ganga, Munuka, Nisha, Poonam

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NTB Suggested to focus on digital marketing for the revival of tourism in Nepal

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KATHMANDU, July 7: Tourism entrepreneurs have suggested the Nepal Tourism Board (NTB) to focus on digital marketing for the revival of tourism in Nepal.

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WorldPride was celebrated in conjunction with EuroGames in Copenhagen & Malmö in August of this year. With the theme #YouAreIncluded

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The power of digitalization in the realization of an event of such global social & political importance 

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The power of digitalization in the realization of an event of such global social & political importance 

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WorldPride "is an event that promotes visibility and awareness of lesbian, gay, bisexual, transgender, intersex and queer (LGBTIQ+) issues on an international level. WorldPride includes parades/marches, festivals and other cultural activities such as a human right conference." (interpride.org)

We will be grazing on the role digitalization has played on the growth of this important global event as pivotal for the human rights movement and the niche that lgbtiq+ tourism is.  Narrowing down on the value of this massive event taking place in Scandinavian cities such as Malmö & Copenhagen, and what this means for these two (specifically Cph) in terms of placemaking and branding, as this strategically positions them smack down in the middle of the "friendly people and liberal attitudes towards equality for all" (forbes.com) brand they've built for themselves though the years. While also mentioning the repercussions (if any) on the market comms of the event that took place during a global pandemic.

Kamran/Suzan/Kris