An inquiry into digital storytelling and its effect on brand narrative: A case study of a heritage tourism project in Port Harcourt.
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Background of the Study
Digital storytelling has emerged as a powerful tool for crafting compelling brand narratives, particularly in the tourism sector. In Port Harcourt, a heritage tourism project has embraced digital storytelling to convey the rich cultural history and unique experiences offered by the region. Through a combination of multimedia content—such as videos, interactive maps, and immersive blog posts—the project seeks to engage potential visitors by highlighting its historical landmarks, local traditions, and community stories (Ibe, 2023). This study investigates how digital storytelling influences the brand narrative of the heritage tourism project and affects consumer engagement and destination perception. The research examines the storytelling techniques used, their emotional appeal, and their ability to differentiate the project from competitors. Additionally, it evaluates the challenges associated with maintaining authenticity and overcoming digital noise in a crowded online space. By employing both qualitative content analysis and quantitative engagement metrics, the study aims to offer actionable insights for tourism marketers on enhancing brand narratives through effective digital storytelling (Ibe, 2024).
Statement of the Problem
Despite the potential of digital storytelling to enhance brand narratives in tourism, there is limited empirical research on its effectiveness in shaping consumer perceptions and engagement for heritage tourism projects. Challenges such as authenticity, narrative consistency, and digital saturation may limit the impact of storytelling efforts (Ibe, 2023). This study seeks to address these gaps by analyzing how digital storytelling techniques influence the brand narrative of a heritage tourism project in Port Harcourt and determining their effect on visitor engagement and perception. The goal is to provide recommendations for optimizing digital storytelling to boost tourism appeal and competitive positioning (Ibe, 2024).
Objectives of the Study
To analyze digital storytelling techniques used by the heritage tourism project.
To evaluate their impact on the brand narrative and consumer engagement.
To recommend improvements for more authentic and effective storytelling.
Research Questions
How does digital storytelling shape the brand narrative of the tourism project?
What storytelling techniques are most effective in engaging potential visitors?
What challenges hinder the success of digital storytelling in heritage tourism?
Significance of the Study
This study is significant as it provides insights into the role of digital storytelling in shaping brand narratives for heritage tourism. The findings will help tourism marketers create more compelling and authentic narratives that resonate with audiences, ultimately enhancing visitor engagement and destination competitiveness (Ibe, 2023).
Scope and Limitations of the Study
The study is limited to a heritage tourism project in Port Harcourt and focuses solely on digital storytelling initiatives.
Definitions of terms
Digital Storytelling: The use of digital media to create and share narratives.
Brand Narrative: The cohesive story that defines a brand’s identity.
Heritage Tourism: Tourism focused on cultural, historical, and traditional attractions.
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