Enhancing Visitor Experiences through Storytelling in Interpretive Tour Guiding

Authors

• Naoko Yamada, Kanazawa UniversityFollow

Author ORCID Identifier

0000-0003-3833-3110

Abstract

Heritage interpretation enables visitors to make sense of their experiences by communicating meaningful messages at natural and cultural heritage sites. By fostering understanding, appreciation, and personal relevance, interpretation enriches visitor experiences and encourages responsible attitudes and behaviors. Among various interpretive approaches, storytelling has emerged as a particularly promising means of achieving these outcomes. However, research examining how storytelling enriches heritage interpretation and promotes deeper visitor engagement remains limited. This conceptual paper synthesizes literature from storytelling, psychology, marketing, tourism, and heritage interpretation to develop a framework explaining how storytelling influences interpretive outcomes. The framework proposes that story elements activate psychological mechanisms, including authenticity, verisimilitude, imagination, and narrative transportation, which foster emotional engagement and meaning-making. These processes contribute to thematic understanding, attitude change, and behavioral outcomes. The review suggests that narrative formats are generally more effective than purely factual presentations in generating emotional engagement, although their effectiveness varies according to communication goals. Through storytelling, tour guides can co-create meanings and experiences with visitors by encouraging active participation, interpersonal interaction, and personal reflection. The paper further argues that integrating storytelling with Ham's TORE principles and established interpretive competencies can strengthen visitor experiences. By connecting visitors emotionally and cognitively with heritage resources, storytelling offers a pathway to meaning-making that supports stewardship and sustainable tourism.

Recommended Citation

Yamada, Naoko (2026) "Enhancing Visitor Experiences through Storytelling in Interpretive Tour Guiding," International Journal of Tour Guiding and Visitor Attraction Research: Vol. 7: Iss. 1, Article 2.
Available at: https://arrow.tudublin.ie/ijtgr/vol7/iss1/2