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Impact of Narrative Immersion in Digital Storytelling in Affecting the Destination Brand Equity and Behavioral Intention Olive Oil Tourism in Tunisia
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Author(s): Nawel Chrouda (Faculty of Economics and Management Sciences, Sfax, Tunisia)and Mouna Damak Turki (Institute of Higher Commercial Studies (IHEC Sfax), University of Sfax, Sfax Tunisia)
Copyright: 2026
Pages: 36
Source title:
Maximizing Destination Marketing Strategies in the Digital Era
Source Author(s)/Editor(s): Mohammad Soliman (Sultan Qaboos University, Oman)and Islam Elgammal (Suez Canal University, Egypt)
DOI: 10.4018/979-8-3693-9939-2.ch003
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Abstract
This chapter explores the impact of digital storytelling on destination branding within the context of oleo tourism. Based on the S-O-R (Stimulus-Organism-Response) paradigm, hypotheses were developed to examine internal responses, such as immersion, as well as behavioural responses, including destination brand equity and behavioural intentions toward the destination brand, triggered by the use of a narrative video. We adopted a quantitative study, including the creation of a narrative video illustrating the oleo tourism process and a survey conducted with 383 participants. The results validated the hypotheses, demonstrating a positive effect of narrative satisfaction on immersion, as well as a significant impact of immersion on destination brand equity and behavioural intentions toward the olive oil destination. This chapter highlights the strategic role of digital storytelling in creating engaging experiences and strengthening the relationship between visitors and tourism destinations.
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