Examining the key factors of implementing digital storytelling to increase travel intentions to cultural heritage destinations

Purpose This study aims to identify key factors for effectively implementing digital storytelling (DS) to enhance viewer’s travel intentions (TIs) to cultural heritage destinations. Design/methodology/approach A factorial experimental design was used to test whether including DS in promotional material for cultural heritage destinations influences viewer’s TIs. Convenience sampling was used to gather data from Generation Z in Malaysia, resulting in 240 usable responses. Hypotheses were tested using the Mann–Whitney U test, path analysis and mediation analysis. Findings This study found that DS significantly enhances narrative transportation (NT), increasing the persuasiveness of promotional messages and TIs. Participants exposed to promotional material containing DS demonstrated higher levels of NT and TIs. Additionally, the persuasiveness of promotional messages partially mediates the relationship between NT and TI, underscoring the importance of engaging storytelling in destination marketing. Originality/value This study provides empirical evidence on the effectiveness of DS in cultural heritage tourism marketing. The developed conceptual framework and insights from the analysis offer practical guidelines for destination marketers to implement DS effectively, enhancing cultural heritage destinations’ attractiveness. Moreover, this study highlights the significance of persuasiveness as a mediator between NT and TI, offering a deeper understanding of how NT can influence individuals’ TIs.