An investigation of interactive digital storytelling on brand identity: A study of a heritage tourism project in Kano, Nigeria
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Background of the study:
Interactive digital storytelling is emerging as an innovative approach to building brand identity by engaging audiences through immersive narratives. A heritage tourism project in Kano, Nigeria, has adopted digital storytelling techniques—incorporating interactive maps, virtual tours, and user-driven narratives—to highlight its cultural assets and historical significance (Afolabi, 2023). This approach enables audiences to experience heritage sites virtually, fostering emotional connections and enhancing brand identity. By blending traditional storytelling with modern digital interactivity, the project seeks to promote cultural heritage while appealing to tech-savvy tourists. Interactive elements allow users to navigate through stories at their own pace and contribute personal experiences, making the narrative more engaging and authentic (Yetunde, 2024). Despite the innovative potential, challenges such as technological limitations, narrative coherence, and audience acceptance of digital formats persist. The study examines the effectiveness of interactive digital storytelling in reinforcing the project’s brand identity and its role in increasing visitor interest and engagement (Chimamanda, 2025).
Statement of the problem:
The heritage tourism project in Kano faces challenges in establishing a consistent brand identity through interactive digital storytelling. Inadequate integration of interactive elements and narrative inconsistencies have resulted in fragmented audience experiences (Oluwaseun, 2023). Technical issues and limited user engagement further compromise the storytelling impact. These challenges impede the project’s goal of building a strong, recognizable brand identity that resonates with both local and international audiences. Therefore, it is critical to identify and address the barriers that limit the effectiveness of interactive digital storytelling (Funmi, 2024).
Objectives of the study:
To examine the impact of interactive digital storytelling on brand identity.
To identify challenges in implementing effective interactive storytelling in heritage tourism.
To recommend strategies for enhancing digital storytelling techniques to reinforce brand identity.
Research questions:
How does interactive digital storytelling influence brand identity for a heritage tourism project?
What challenges affect the integration of interactive storytelling elements?
What strategies can improve the effectiveness of digital storytelling in promoting brand identity?
Significance of the study:
This study is significant as it provides insights into how interactive digital storytelling can strengthen brand identity in the heritage tourism sector. The findings will inform strategic decisions on content design and technology integration, enhancing audience engagement and cultural promotion (Afolabi, 2023).
Scope and limitations of the study:
The study is limited to examining interactive digital storytelling on brand identity for a heritage tourism project in Kano, Nigeria, and does not extend to other marketing strategies or regions.
Definitions of terms:
Interactive Digital Storytelling: The use of digital media to create engaging, user-driven narratives.
Brand Identity: The visible elements of a brand that together distinguish it in the marketplace.
Heritage Tourism Project: An initiative aimed at promoting cultural and historical attractions.
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