Tourism Management Studies

An Investigation into the Impact of Digital Storytelling on Tourist Motivation

Document Type : Research Paper

Authors

Mohammad Najjarzadeh 1
Mahboobeh Khoshakhlagh Jahanbahan 2
Farid Najipour 2

1 Associate Professor, Tourism Faculty, Semnan University

2 Master of Tourism marketing, Tourism faculty, Semnan University, Semnan, Iran

https://doi.org/10.22054/tms.2024.80875.2960
Abstract
The current era has witnessed remarkable advancements due to the rapid development of virtual reality (VR) and augmented reality (AR) technologies. These technologies hold immense promise for continuous growth in the tourism sector. However, in Iran, there has been less attention paid to the application of this phenomenon in the field of tourism. The lack of previous research in this field prompted an investigation into the current position of interactive digital storytelling in the travel and tourism industry to motivate tourists. This research is applied in terms of its purpose and descriptive-analytical in terms of data collection and analysis. T Exploratory factor analysis was used to analyze the data. The results indicate that there is a causal relationship between the elements of digital storytelling and travel motivation, and that digital storytelling through interactive digital media has a positive impact on motivating tourists to travel.

Keywords

داستان‌سرایی دیجیتال
رسانه‌های دیجیتالی تعاملی
مخاطبین آنلاین
انگیزه سفر
واقعیت مجازی
Subjects
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Tourism Management Studies
Volume 20, Issue 69
Winter 2025
Pages 205-238

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