Evaluating visual-narrative consistency in experiential branding: Evidence from museums and heritage sites

In the experience economy, regional food branding often encounters ‘narrative disjunction’, where complex craftsmanship remains invisible to consumers. This study introduces an exploratory framework – the ‘Visual-Narrative Consistency Model’ – to evaluate brand construction across three dimensions: Prototype Visibility, Craftsmanship Transparency and Experience Integration. Through a comparative analysis of Jeju’s Osulloc Tea Museum and the Hunan Rice Noodle Museum, the research highlights a critical divergence: Osulloc achieves narrative cohesion through a synergistic integration of visual, spatial and embodied semiotics, whereas the Hunan case is hindered by a fragmented, static presentation. To demonstrate the model’s generative utility, the study proposes a strategic design intervention for Zhangjiajie (a UNESCO World Heritage Site), illustrating how world-class destinations can transform intangible food culture into tangible, high-value brand assets.