Magic and Myths

Folklores, myths & tales storytelling from the magical land of Meghalaya

Team

Sunidhi Chauhan

Vanshika Mehta

Duration

8 weeks

Role

Design Research

Systems Thinking

By employing systems thinking and design research, a proposed intervention for the neglected Nokrek and Jakrem regions of Meghalaya involves the creation of "Magic and Myths," a storytelling publication. This initiative aims to raise awareness about the tribes of the Khasi hills, particularly in Jakrem and nearby regions, through a unique blend of folklores, tales, and myths. The publication serves as a peephole for tourists, offering an immersive experience to learn and appreciate the rich cultural identity of the tribes, fostering understanding, and preserving their heritage.

Project Brief :

To create strategic/systemic level interventions to increase curiosity and invite appreciation for the culture, craft and biodiversity of the Nokrek and Jakrem regions of Meghalaya. Design in a

sustainable , responsible manner an economically profitable venture which leads to increase in footfall and thus increased return of investment.

Project Introduction :

Archohm + MIDFC

Archohm+Meghalaya Infrastructure Development Finance Corporation (MIDFC)

Archohm Consults is working with the Tourism Department of Meghalaya conceiving infrastructural and systemic interventions in the Nokrek and Jakrem regions of Meghalaya. As consultants in this taskbox the brief is to come up with strategic/systemic level interventions to increase curiosity and invite appreciation for the culture, craft and biodiversity of the Nokrek and Jakrem regions of Meghalaya. The intervention in a broader sense is aimed at increasing the tourist footfall in the region without being physically situated merely in the region. This can happen through a product and stories focusing on the region’s craft or more!

Design process used in the case study:

Project Kickoff

1. Understanding the context

1.1 Desk Research

We first carried out an extensive research session which mostly included studying three main areas in detail: Meghalaya, the tourist visiting and the locals and tribals. We studied and mapped out their connections using a whiteboard to understand the scope of research.

Meghalaya and its culture

Meghalaya with its Himalayan landscape and a culture distinct from the rest of India, its natural and cultural heritage holds outstanding universal value. The Intent of our study was to understand Meghalaya as a distinct place of it own and understand what attracts tourists to it. Community, Conservation and Economy stand as pillars for this study.

Tourist and Tourism

The tourists come in contact with various service providers i.e these persons, such as staff at bus/ railway stations, police personnel, immigration staff at airports, coolies, taxi/ coach drivers, staff at monuments, guides etc.and it is this experience they have while interacting with the cutting edge governs their experience of India as a tourist destination.

The Tribals

The tribes have a strong connection to their culture and heritage even with the rising population converting to Christianity. The most common tradition is the matrilineal tradition where the family name and inheritance is traced through the youngest daughter of the family; and the man moves in to his wife’s home after marriage.

We studied the two places Nokrek and Jakrem place through different lenses; cultural ,community , policy focus to understand what is actual going on within the tourism sector and where are the major gaps.

The top three selling points for these regions have been:

1. Biodiversity 2. Culture 3. Craft

Research

2. Research methods

2.1 Primary Research

To validate the data gathered from secondary research, we embarked on a two-week reconnaissance trip to Meghalaya, delving into the intricacies of these regions to discern tourists' sentiments, behaviors, and experiences firsthand.

1.2 Stakeholder Mapping

Understanding the nature of relationships between different actors acting within this system can be noticed once of all of them are put together.We figured out the main influencing factors for tourists:

Accommodation, Activities and Transport

Focus groups

Our group then conducted focus groups with the present tourists there to understand their pain points

as part of our primary research.

We placed six questions on a message board and asked people to pin their answers. Most of the

questions were to understand basic connections of tourists with tribals.

Pattern and

Behaviour study

Exploring forces in terms of people, trends, events, norms, beliefs, phenomena, institution ,law, policies, that causes or affects the system.Insights were derived from observations of primary and secondary research. A two-week stay allowed us to deeply connect with the tribals and understand their perspectives as well

11 Interviews

06 people in focus groups

03 Tribals

05 Tourists

2.2 Create a shared understanding of the problem

Insights on doing research:

The divergent viewpoints among stakeholders regarding the root causes of low tourist visitation rates underscored the necessity for a cohesive understanding of the issue to facilitate sustainable systems change. Integrating these varied perspectives, we constructed a comprehensive map delineating the factors influencing tourism rates in these areas.

Furthermore, the map elucidated how certain well-intentioned initiatives inadvertently exacerbated the problem. For instance, awareness campaigns advocating for Meghalaya's consumption heightened demand, subsequently intensifying promotional efforts for the destination. Nonetheless, insufficient service standards and cultural disparities often resulted in negative visitor experiences, reflected in unfavorable reviews, thereby contributing to dwindling footfall rates.

2.3 Casual Loop diagram

Casual relationship for Meghalaya tourism

has been drawn here. Factors affecting the footfall rate are connected together through loops in order to understand their impact .

After understanding the system , it was clear that the service quality had a

direct impact on the tourist experience and the rate of footfall in Meghalaya.

2.4 Customer Journey Mapping

Define

3. Synthesise all research

01. After collecting all data and observing the patterns it was understood that, once we collated the tangible and intangible selling points and attractions of Meghalaya one of top selling point was the culture of the place.

02. Meghalaya's indigenous tribes played a significant role in the state's culture.

But, after conducting our research, we discovered that the tribals there lack the courage to step out of their safe space and have grown more uneasy with strangers, a fear that has not yet been addressed.

03. The tourists lacked knowledge about appropriate behavior, decorum, and a professional demeanor around locals and tribals as they were not that well acquainted with their culture.

3.2 Focussing on system structures

Thus our research led to our goal of engaging local stakeholders in co-creating spaces where all tourists and tribals thrive and able to learn from each other.

" How might we maximise the interactions between tourists and tribals for better understanding of their culture? "

Ideate

4. Brainstorming soft interventions

We conducted brainstorming sessions to strategize and categorize methods for enhancing services and promoting tourism in Meghalaya. Our approach focuses on cultivating a positive and welcoming ambiance while highlighting the region's distinctive cultural and natural allure. To evaluate the effectiveness of these interventions, we piloted them with local tourists, leveraging their feedback to refine and optimize our initiatives.

Develop

5. Final Ideation

5.1 Vision and metaphor

5.2 How will stories be communicated

After thorough analysis and consideration of our research findings, we were inspired by the power of storytelling. Stories have the unique ability to forge connections and ignite curiosity, compelling individuals to delve deeper into exploration. Leveraging this essence of storytelling, we aim to deliver a solution that resonates profoundly.

Drawing from Hofstede's cultural dimensions framework, we gained insights into how we can effectively intervene in the problem at hand, ensuring our approach aligns with the cultural context of the region while fostering engagement and understanding among stakeholders.

5.3 The peephole : created through folktales

Deliver

6. Delivering the idea

The final ideation culminated in the creation of a theatrical leaflet, seamlessly integrated with a souvenir, designed to encapsulate the rich tapestry of folktales, myths, and stories from Meghalaya. This innovative concept offers tourists a captivating one-minute read, providing an immersive introduction to the region's vibrant culture.

Crafted to be portable and tactile, the leaflet features a map on the back, allowing tourists to carry a piece of Meghalaya's storytelling heritage with them as they explore. Moreover, the leaflet doubles as a memorable souvenir, fostering meaningful conversations and serving as a tangible reminder of their journey.

The design elegantly showcases Khasi architecture, symbolizing the region's profound matrilineal roots, captured in miniature form. Through this small yet impactful gesture, we aim to create significant connections and inspire a deeper appreciation for Meghalaya's cultural heritage.

The leaflet provides a soft intervention which is:

Serendipitous:

Is way to provide fun, easy learning experience for the tourists and combines the art of storytelling deep cultural values of our ancestors

Immersive:

Creates an engaging creative activity which serves as a deeper cultural experience

Sustainable:

Provides a way to produce

economic activity for the craftspeople and tribals as they can earn money through selling the book

6.1 How it works as a system?

It aims to introduce cultural practices within tourists through focussing on symbols
It aims to promote Meghalaya tourism and increase footfall , by promoting crafts of Meghalaya and providing job opportunities for tribals
It first comes through a mini publication form and then live sized installations can be placed at airports so that tourists see and feel more connected to tribals before visiting meghalaya
The map at the back helps tourists to buy even for the Meghalaya trip so it can help in navigations

Next project ➡️

Go back up ⬆️

Draft Book

Learnings

7. Overall Learnings

This project represents the convergence of personal interest and passion with tangible impact on reality. The opportunity to contribute to the development of a system aimed at enhancing tourism in Meghalaya was both rewarding and fulfilling.

Cultural Sensitivity: Understanding and respecting the cultural nuances and traditions of the region is crucial when developing interventions to promote tourism.

The Power of Storytelling: Storytelling emerged as a powerful tool for creating connections and fostering curiosity among tourists.

Collaboration and Partnership: Collaboration with local stakeholders, including community members, tourism agencies, and cultural organizations, was essential in implementing our interventions effectively.