Digital Storytelling and Tourist Behavior: A Narrative Review of Content, Trust, and Engagement

In recent years, tourists have sought personalized, authentic, and emotionally engaging content, including storytelling approaches and experiences, which creates marketing value by sharing their experiences, photos, and reviews. Social media platforms and content-promotional apps enable tourists to express their travel choices and shape the destinations’ digital identity. Influencer marketing and short-form video content have also emerged as influential factors. Challenges include measuring campaign effectiveness, maintaining authenticity, and addressing concerns related to trust, transparency, and ethics. This study employs a narrative literature review methodology, combining research sources from 2014 to 2024 to examine the newly introduced digital marketing trends in the tourism industry. This review examines the impact of digital storytelling, user-generated content, and personalized experiences on tourists’ and consumers’ decision-making behavior, offering insights for tourism marketers and researchers. The findings provide strategic insights for optimizing consumer engagement throughout the entire digital tourism journey, while addressing research gaps in sustainable travel and ethical marketing tactics.