An evaluation of immersive digital storytelling on brand perception: Evidence from a heritage tourism project in Abuja, Nigeria
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- NGN 5000
Background of the study:
Immersive digital storytelling employs interactive multimedia techniques to create engaging narratives that resonate deeply with audiences. A heritage tourism project in Abuja has adopted immersive storytelling methods—such as 360-degree videos, virtual tours, and interactive timelines—to vividly showcase cultural landmarks and historical narratives. This approach not only captivates audiences but also shapes brand perception by establishing an emotional connection with the heritage being promoted. The study explores how immersive storytelling influences brand perception, examining viewer engagement, emotional impact, and overall changes in brand image. By integrating advanced digital technologies with rich cultural narratives, the project aims to differentiate itself from traditional tourism marketing and build a strong, authentic brand identity. Challenges such as high production costs, technical complexities, and maintaining narrative authenticity are also addressed. The research combines qualitative insights from audience feedback and quantitative engagement metrics to provide a comprehensive evaluation of immersive digital storytelling’s effectiveness in enhancing brand perception.
Statement of the problem:
The heritage tourism project in Abuja faces obstacles in achieving consistent brand perception through immersive digital storytelling. Technical challenges, narrative inconsistencies, and high production costs have hindered the ability to create a cohesive and engaging brand image. These issues reduce the overall impact of storytelling efforts and limit the project’s capacity to attract and retain a loyal audience.
Objectives of the study:
To evaluate the impact of immersive digital storytelling on brand perception.
To identify challenges in producing authentic immersive narratives.
To recommend strategies for enhancing storytelling effectiveness.
Research questions:
How does immersive digital storytelling affect brand perception in heritage tourism?
What challenges limit the effectiveness of immersive storytelling?
What measures can improve narrative authenticity and engagement?
Significance of the study:
This study is significant as it highlights the transformative potential of immersive digital storytelling in shaping brand perception. The findings will guide heritage tourism projects in optimizing narrative strategies, improving audience engagement, and building a robust, authentic brand identity.
Scope and limitations of the study:
The study is limited to a heritage tourism project in Abuja, Nigeria, and focuses solely on immersive digital storytelling’s impact on brand perception.
Definitions of terms:
Immersive Digital Storytelling: The use of interactive multimedia to create engaging narratives.
Brand Perception: How consumers view and interpret a brand’s image.
Heritage Tourism Project: An initiative aimed at promoting cultural and historical sites.
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