Storynomics and Interpreting Concept

Storynomics Tourism is an approach that prioritizes narration, creative content, and living culture and uses the power of culture as destination DNA. This formula was socialized by Irfan Wahid, who was assigned by President Joko Widodo to lead the Quick Win 5 Tourism Super Priority Destination team (kompas.Com, 1 August 2019). The storynomics concept was adapted from the marketing field by McKee (McKee and Gerace, 2018). By preparing a good story, the marketing process becomes different. A story that has economic value can attract people in making a purchasing decision. In terms of tourism destinations, this economic value story is folklore, which can attract tourists in deciding to visit. Mckee also explained that the concept of storynomics is to compose a story; it requires regular and planned steps so that the story can amaze its listeners or readers. Currently, marketing through advertising has begun to fade. Thus storytelling will be an opportunity for marketing as a substitute for saturation from advertising. Marketing experts, including advertising companies, were forced to admit that in this digital age, marketing strategies have indeed gone from "Advertising is King" to "Content is King". Furthermore, McKee also distinguishes between Fictional Story and Purposeful Story, which is a real difference between story for storytelling (fictional), which is different from the process of a story that contains a purpose (purposeful), which requires Action. However, the concept of storytelling can be seen in a broader context. Destination information provides not only complete information on available infrastructure and amenities but also interesting stories were written by geologists, the environment, maritime, and cultural experts, which are translated into various target market languages. In several studies show that several factors can affect the interest in visiting a destination, one of which is a myth about the destination. Amanat (2019) explained that folklore (myth) is part of the strategy for developing tourist destinations. The Storynomics concept is closely related to the delivery of messages to tourists. The party that has the most role in delivering this message is a tour guide. In a broad context, the function of a tour guide is not only to guide tourists during the tour but also to convey a variety of information related to the destination from various points of view (Kesrul, 2004). Another ability that must be possessed is interpreting ability. Prideau (2006) describes interpretation as a special type of communication that is highly relevant to tourism. According to him, the importance is seen in activities such as tours, presentations, and educational programs carried out in museums, art galleries, information centers, wildlife parks, zoos, national parks, and other protected environments. People who carry out interpretation activities are called interpreters. Another definition of interpretation is educational activities aimed at expressing various meanings and relationships through the use of original objects, in a direct way, with illustrative media, more than just conveying factual information (Carter, 1997). The role of an interpreter is very necessary for tourism activities. Resource interpretation connects visitors to the meaning and spirit of places (Benton, 2007). Another opinion states: the role of interpretation in tourist experience is widely acknowledged (Sam, 2007). With the value of experience gained from tourists will have an impact on return visits to a destination (Yuniawati, 2016)

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