![Het sprookjesbos in de Efteling](https://www.buas.nl/sites/default/files/styles/header_slider_default/public/2021-06/Storytelling%20-%20%20Header.jpg?h=18131e74&itok=qHQnLH1O) # Storytelling **Professor**: Moniek Hover, PhD **Research topic**: Storytelling Research & Design [Contact ](mailto:hover.m@buas.nl) The professorship of Storytelling studies storytelling in terms of methods and techniques, and in terms of effects on experiences. Based on these insights, experiences are designed with and for the leisure, tourism and hospitality industry. Storytelling is a phenomenon that applies to both fiction and non-fiction. An important objective of telling stories is to entertain or engage people, by sparking emotions. Stories can help visitors/users attach meaning to places, images or objects. Stories can transmit emotional and symbolic values. Designing a memorable and meaningful experience requires the use of storytelling principles. By doing so, people can create a coherent image of the experience and connect it to their values and lives. Designing meaningful touchpoints in a customer journey requires a narrative concept that creates internal alignment in that journey. In experience design through storytelling, we follow Lukas (2013) by focusing on “evoking emotions, memories, feelings and sentiments that all people can enjoy regardless of their specific backgrounds.” Storytelling includes: - on-site and/or online storytelling in/for museums, attractions, theme parks, cities, nature areas, resorts - (joint) marketing/branding efforts for regions and cities - co-creative storytelling tangible and digital storytelling products The purpose of this professorship is: 1. to unravel the connections between implicit, explicit and interpretative storytelling as applied by suppliers in leisure, tourism and hospitality (LTH) contexts and the emotions/experience of visitors; 2. to create narrative concepts, storylines and storytelling products for the industry (e.g. stories around cycling routes, scripts for AR applications, story design for interactive museum experiences). Our approach involves taking the content of LTH experiences and loading it with storytelling in a way that engages people’s emotions. These design projects are accomplished together with selected, interdisciplinary teams of BUas researchers, storytelling experts, and students. Co-creation with clients and other external stakeholders is key. This professorship of Storytelling is closely linked to the professorships of [Leisure and Tourism Experiences.](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences) The research & development team: - Moniek Hover - Juriaan Waalwijk - Frank Ouwens - Ondrej Mitas - Wesley Put - Licia Calvi - Niels Wittkampf - Ilja Simons - Wim Strijbosch - Mata Haggis ![](https://www.buas.nl/sites/default/files/styles/medium/public/MoniekHover_RGB.jpg?h=f5eec131&itok=B30SX226) ### Moniek Hover, PhD **Professor** [![](https://www.buas.nl/sites/default/files/2021-04/linkedin-icon-sm.png)](https://www.linkedin.com/in/moniek-hover/) [![https://www.researchgate.net/profile/Moniek-Hover](https://www.buas.nl/sites/default/files/2021-04/rg-icon-sm.png)](https://www.researchgate.net/profile/Moniek-Hover) [Publications](https://pure.buas.nl/en/organisations/storytelling) [Projects](https://pure.buas.nl/en/organisations/storytelling/projects/) ## Featured Projects: Storytelling ![Een wit huis staat in het midden van een meer in een bos](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-09/storytelling.jpg?h=6dc413d9&itok=ESo3ZIXD) ### Storytelling routes in Brabant For VisitBrabant Routebureau and local municipalities/regions we create cycling and hiking routes based on local stories. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/storytelling-routes-in-brabant) ![Een man en zijn zoontje lopen over de heide](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-06/heide.jpg?h=9d31ef01&itok=fOfiM8vG) ### Nature Park Groote Heide The aim of this project is to create a borderless and inclusive nature park where the harmonious balance of natural beauty and recreational activities is paramount. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/nature-park-groote-heide) ![Collage van afbeeldingen van de Nederlandse natuur en cultuur](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-06/header%20kust.jpg?h=55f03d26&itok=vNQKnSmR) ### Brabant kust de Kempen The aim of this project is to foster cross-border collaboration, strengthen regional identity and promote sustainable tourism. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/brabant-kust-de-kempen) ![Kinderen in een museum bekijken de maquette van een oud huis](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Leisure%20%20-%20Van%20Gogh%20Storysperience.jpg?h=9d20c689&itok=W9cLBhgk) ### Van Gogh Storysperience This project investigates how the use of storytelling techniques in (video) narrations around Vincent van Gogh’s life leads to emotions and memories. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/project-vangogh-storysperience) ![Een oude vrouw wordt gefilmd voor een video over de oorlog](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-09/Dialogues%20project%20.JPEG?h=4521fff0&itok=1qig-LLH) ### Interactive Technology and Storytelling This storytelling project lead to an interactive exhibit which allows visitors to have a dialogue with people from the past. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/interactive-technology-and-storytelling) ![Mensen in oude kostuums in het Markiezenhof](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Leisure%20-%20Markiezenhof%20Stjilkamer_foto_%20Bart%20Verberne.jpg?h=2f83cd36&itok=MxQWWSUM) ### Markiezenhof Bringing a secret story to life in period rooms at the Markiezenhof. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/markiezenhof) ![Een collage van oude steden aan het water](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Leisure%20-%20Hanzesteden%20panorama.jpg?h=014cb595&itok=UhHqMYsB) ### Storytelling Hanzesteden This project applies storytelling to enhance the branding and the visitor experience of the nine Hanze cities in the Netherlands. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/project-storytelling-hanzesteden) ![Een kruispunt in een verlaten gebied](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/crossroads.jpg?h=cb0a2a01&itok=30020VH4) ### Crossroads In view of the 75th commemoration of the liberation of World War II, a storytelling approach was used to connect the heritage locations in order to attract more visitors. [ Read more ](https://www.buas.nl/en/research/professorships/storytelling/crossroads)