visitor & guest archetype
Are you speaking your visitors & guests (love) language? Not everyone is captivated by the same things. The archetypes can show us the way.
When we talk about archetypes, we have to keep in mind that these archetypes are not JUST the ways brands express themselves – people take on the archetypes as well. In fact, the archetypes were originally created a century ago by psychologist Carl Jung to help people recognize and understand their behavioral patterns. If you’re familiar with myers-briggs (INTJ here!) this is where it all stems from.
Personality typing has become uber-popular these last few years… this is because self-identity plays such a crucial role in driving our behaviors. The more we understand ourselves, the more we (hopefully) are likely to make decisions that benefit us.
The more you familiarize yourself with the archetypes, the more you begin to see correlations between them. There are 3 key core motivation umbrellas that these archetypes tend to fall under.
The Romantic, Genuine, and Joyful are all driven by a desire for connection & play in some way.
The Explorer, Innocent, and Sage are all driven by a desire for freedom & curiosity in some way.
The Creative, Magician, and Rebel are all driven by a desire for expression & impact in some way.
And what do you know, these desires ALSO just happen to align with the greatest factors that contribute to our wellbeing! So the more hospitality & leisure brands can focus on these and start speaking visitors & guests love language, the better off everyone will be. The archetypes are a great tool for establishing empathy within your narrative and visitor journey.