From tales to travels: the power of storytelling in heritage tourism advertising

Purpose The purpose of this study is to examine the role of storytelling advertising in influencing potential tourists’ intentions to visit cultural and heritage destinations. By assessing narrative structure and comprehension fluency as predictors of narrative transportation, the study highlights their significance in fostering positive visitor intentions. Design/methodology/approach The study employs a quantitative research approach, using a final sample of 469 participants, using the partial least squares structural equation modeling technique on Smart PLS4 Partial least squares software version 4 to test and validate the proposed conceptual model. Findings The results indicate that perceived narrative structure and comprehension fluency positively influence narrative transportation. The study also indicates that the relationship between narrative transportation and intention to visit is mediated by sense of presence and attitude towards the place. These results underscore the effectiveness of narrative elements in shaping positive visitor perceptions and intentions. Practical implications Destination marketers should craft more engaging and culturally relevant narratives that enhance narrative transportation, foster a sense of presence and build favorable attitudes about the places, thereby encouraging meaningful connections with prospective visitors. Originality/value By integrating narrative transportation theory, this study enriches the limited literature on digital storytelling in cultural and heritage destination marketing, offering insights into the psychological mechanisms that drive intention to visit.