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Experts in the Queensland University of Technology have studied the personification of travel to find out that, personifying places or destinations, humans are likely to travel to those destinations in person or it spikes the interest to travel. "People who see animals as people and assign human traits to non-human objects are more likely to travel to destinations that are presented as being human-like", says QUT.
Dr Kate Letheren, Professor Brett Martin, and Dr Hyun Seung Jin, from QUT Business School, found out that writing about a destination as if it were human can boost its appeal as a travel destination. The research was first published in Tourism Management and focused on personality dimensions and the impact made on destination choices.
The university study conducted an activity that involved participants looking at different ads of the destinations like Paris and Rome. The participants were segregated into different groups. Half of them saw an ad where the destination was personified, referring to the city as "she," while the other half saw an ad that referred to the city as "it." One of the ads also showed a typical copy for a travel destination advertisement like- facts about the city and its attractions while the other used a type of language that humanized the destination, like 'Paris welcomes you'.
"We found people higher in anthropomorphic traits were more likely to respond with feel-good emotions and have a positive view of the destination after reading the personified ad.
"This suggests people with this trait who see human characteristics in tourism destinations are more likely to want to visit those destinations." Dr. Letheren said.
The researchers also shedder light about the levels of anthropomorphic traits which varied by person to person, but some common examples of anthropomorphism at work include people assigning a human emotion to a pet dog or referring to a car or ship as "she." The personification of non-human objects worked out to be very good strategy.
Professor Martin says that it is a normal tactic for destination and major event marketers to try and make a connection with consumers or buyers.
"Humanizing a destination or event can help place it in a positive light and give the audience a warm, fuzzy feeling. This is why cute cartoon animals are often chosen as mascots for the Olympics, for example.
"Large sums of money are spent on campaigns to try to attract tourists and destinations need to appear warm and welcoming". He added. The non-fiction text Italian Journey, by Johann Wolfgang Von Goethe, contains several references to nature and landscape during the various Italian travels where nature is often viewed in a personified feminine context. The connection between nature and women can be seen in several ancient texts. The American Heritage Dictionary of the English Language defines Mother Nature as "the personification of nature as a powerful and nurturing woman (reference)" and Mother Nature can also be seen here as a figure of power in the text.
Then we have my favorite, Robert Frost. In his famous poem, Roads not taken, where the he is stuck between choosing two roads, the road here is personified as wanting humans to travel down its path.
Travel intentions can be shaped by a personified advertisement combined with individual levels of anthropomorphic tendency. And not only that, destination attitude is also influenced by text-personification combined with an individual's level of anthropomorphic tendency. Such effects are mediated by emotions felt by high anthropomorphic tendency of individuals viewing a personified advertisement. The study also turns around a corner where the customization of a humanized version of the destination is offered, then the number of customers will increase and the theory can slowly evolve into a business.
According to the theory, this method will also boost the tourism industry. "These findings indicate that text-personification represents a new communication tactic for tourism - particularly for target consumers who are high in anthropomorphic tendency - and one that can humanize the destination leading to more favorable attitudes and higher intentions to travel. This effect is mediated by positive emotions. People with high anthropomorphic tendency who are exposed to a personified advertisement feel more positive emotions, which lead to positive tourism outcomes."
"Tourism campaigns often focus on attracting specific demographics, for example Chinese tourists or luxury holiday-makers, and our research shows that if you have a tourist who naturally humanizes, you can tailor the message to appeal to this aspect of their personality".
Living Maps
An Atlas of Cities Personified is a book of maps by Adam Dant is the best example of this theory. Highlighting the personalities of 28 different cities all over the world including London (twice), The City of London, Rio de Janeiro, Sydney, Dubai, Zurich, Tokyo, Lagos, Jerusalem, Mecca, Boston, and many others. We see a personified version of each not only in words but a creative visualization of its physical form.
This definitely a fun read! Each city is interpreted with a theme chosen by the author, Adam Dant, who picks an element and tries to show that aspect of the city through images and words, drawing on its history, culture, and geography.
Some examples include Moscow: The City Out of Reach; Lagos: The Movable City; Rio de Janeiro: The City's Plumage; Copenhagen: Fairy-Tale Cities; and Dallas and Fort Worth: Cities Born Accidentally on Purpose.
"If you can successfully identify what traits people have, you can send them customized messages. Ten to 20 years ago that wasn't possible, but now it is", Prof Martin explained.
A national personification is an anthropomorphic personification of a state or the people(s) it inhabits. It may appear in political cartoons and propaganda. If I go on and personify a few famous Indian cities,
Delhi is that army brat who steals all the attention; thinks he is unbeatable; Knows too much about the situations in the country.
Mumbai is a high-alert cartoonist who knows exactly what to say in TOI; will die for Vada Pav- cutting chai; will kill Delhi.
Jaipur is elegant woman; the head of the educating girl's foundation; too royal to give a shit; the wind is scared to mess with her hair.
Kolkata is an optimistic foodie; loves political debates; believes God is a woman.
Lucknow a lazy foodie; doesn't care whatsoever; can eat kababs anytime; will bless you with a few soulful shayaris.
Bangalore is the uptown girl in class who brings modern gadgets; will sacrifice her life for the weather; touches only branded stuff.
Andhra is that favorite uncle who always brings gifts; he can also become a WWF fighter if you mess with him; but very chill though.
Kerala is that old school lady who worships the 90's; will try to educate you on the traditions of Kerala; will try to take a selfie in nature every day.
J&K is the mediator in a debate game; is very handsome with biceps and all; can switch sides in a few seconds but tries to stay with the larger crowd.
Tamil Nadu is the nostalgic professor who was a celebrity at one time; will be locally very patriotic; remembers Chennai when she was a baby.
Surat is the favorite child; parents are tired of pampering him; Part-time wildlife photographer; is often seen disappearing into ancient places; will appreciate if you like all his pics on the gram.
Goa is a young super model whose dad is a billionaire; a hardcore party animal; who takes a 12-month vacation every year.
