Document Type : Research extracted From projects
Authors
1
Tourism Management Department, Tourism Faculty, Semnan University, Semnan, Iran
2
PhD Student in Tourism, Faculty of Geography, University of Tehran, Tehran, Iran
3
Master of Tourism marketing, Faculty of Tourism, Semnan University, Semnan, Iran
Abstract
Introduction
In the digital age, tourism faces a paradox: while audiences are exposed to unprecedented narrative content, its effectiveness is declining due to clichés and insufficient understanding of impact mechanisms. Digital storytelling has emerged as a critical tool for destination branding, emotional engagement, and cultural identity redefinition. However, 61% of tourists perceive official content as lacking authenticity. This study explores the key elements professional content creators use to design compelling digital narratives in tourism.
Methods
Using interpretive phenomenology, in-depth semi-structured interviews were conducted with 15 experienced tourism content producers. Participants were selected based on criteria including ≥3 years of professional experience and impactful portfolios. Data were analyzed via MAXQDA 2020 using three-stage coding (open, axial, selective). Validity was ensured through triangulation (comparison with literature, participant feedback, and independent researcher analysis).
Discussion & Findings
The study identified twelve key elements of digital storytelling, categorized into three dimensions:
1. Content Layer
Cultural Authenticity: 73% of producers integrated local elements (e.g., traditional cuisine) into first-person narratives to counter stereotypes.
Narrative Structure: Use of “multiple challenges” (e.g., discovering hidden trails) and “emotional rhythm” (slow start, climactic challenges, call-to-action conclusion).
Information Economy: Blending rare data (e.g., historical facts) with personal anecdotes to avoid information overload.
2. Technological Layer
Multimedia Platforms: Strategic use of Instagram (fast-paced reels), podcasts (deep narratives), and VR (immersive experiences).
Content Adaptation: Tailoring content to platform-specific features, such as remixed traditional music for Instagram reels.
3. Audience-Centric Layer
Segmentation: Targeting youth (25-45 years) with adventurous tales and international tourists with heritage-focused content.
Emotional Layering:
Sensory Layer: Indigenous music (e.g., Ney-Anbān in Persian Gulf narratives).
Narrative Layer: Cultural contrasts (modern vs. traditional architecture in Isfahan).
Interactive Layer: Virtual challenges (e.g., identifying historical markers in 360° images).
Conclusion
Digital storytelling in tourism is a multidimensional process requiring harmony between cultural authenticity, interactive technology, and audience psychology. Producers create multisensory experiences by combining elements like culturally conflicted world-building and strategic use of local music, transforming audiences from “observers” to “active co-travelers.” Practical recommendations include developing culture-driven content databases, digital literacy training for local communities, and adaptive platforms.
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