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Review

Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks

by
Kittichai Kasemsarn
1,* and
Farnaz Nickpour
2
1
School of Architecture, Art and Design, King Mongkut’s Institute of Technology Ladkrabang (KMITL), Bangkok 10520, Thailand
2
Department of Civil Engineering and Industrial Design, University of Liverpool, Liverpool L69 3GH, UK
*
Author to whom correspondence should be addressed.
Heritage 2025, 8(6), 200; https://doi.org/10.3390/heritage8060200
Submission received: 25 March 2025 / Revised: 25 April 2025 / Accepted: 19 May 2025 / Published: 31 May 2025
(This article belongs to the Section Cultural Heritage)
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Abstract

:
Digital storytelling in cultural and heritage tourism offers significant potential for youth engagement through social media platforms. However, current digital storytelling frameworks illustrate research gaps in integrating digital storytelling guidelines with social-media-specific requirements. Therefore, this review aims to develop an integrated digital storytelling for social media framework that extends traditional digital storytelling guidelines with four additional elements of contemporary digital engagement. The investigation employs bibliometric analysis through VOSviewer software version 1.6.20 to examine four paired domains: digital storytelling and cultural tourism, digital storytelling and social media, youth and cultural tourism, and youth interaction with digital storytelling through social media. Results revealed thematic clusters informing the development of four new framework elements: (1) social media platform integration, (2) multimedia engagement, (3) community participation, and (4) cultural authenticity. This review contributes to the knowledge by advancing digital storytelling theory through social-media-specific elements, providing methodological innovation through comprehensive domain analysis, and offering practical implementation strategies for cultural tourism practitioners.

1. Introduction

Cultural and heritage tourism has embraced digitization worldwide, employing concise visual narratives to enhance visitor engagement with complex historical content. Moreover, it represents a critical intersection of commercial imperatives, heritage preservation requirements, and youth engagement opportunities [1,2,3,4]. Additionally, cultural and heritage tourism provides a unique context where digital storytelling must simultaneously serve educational objectives, preservation goals, and experiential engagement.
Digital storytelling facilitates more accessible and engaging presentations of cultural heritage while maintaining connections between virtual and physical experiences. Moreover, implementing digital storytelling techniques in cultural presentations not only enriches online visitor experiences but also serves as a catalyst for increasing physical site visitation [5,6,7,8,9].
However, current digital storytelling guidelines exhibit significant limitations in applying social-media-specific narrative requirements—a current trend—specifically for youth. While traditional digital storytelling frameworks provide foundational and general narrative structures [10,11], they inadequately address the unique demands of social media platforms and contemporary youth engagement patterns. Moreover, it acknowledges that digital divide considerations remain critical for equitable implementation. Effective frameworks must address both technological and content accessibility issues [6,12] to ensure cultural heritage engagement opportunities transcend socioeconomic, geographic, and demographic barriers.
This review aims to develop an integrated digital storytelling for social media (IDSM) framework that enhances youth engagement in cultural tourism through social media platforms by augmenting traditional narrative guidelines with elements of contemporary digital engagement. However, as mentioned, there are no digital storytelling guidelines that have been updated to include social media elements. Therefore, this review proposes new elements through a comprehensive analysis of four interrelated domains: digital storytelling in cultural tourism, digital storytelling and social media, youth engagement in cultural tourism, and youth interaction with digital storytelling through social media platforms.
This review contributes to the field in three significant ways. First, it advances digital storytelling theory by proposing four new elements that specifically address social media integration in cultural tourism contexts. Second, it provides thematic cluster reviews through a comprehensive analysis of four interrelated domains (DST-CT, DST-SM, Y-CT, Y-DST-SM). Finally, it offers practical value through enhanced guidelines, particularly in engaging youth audiences through social media platforms while maintaining cultural authenticity.

2. Methods

This study employed a systematic literature review methodology, following the established protocols of O’Brien and Guckin [13] and PRISMA guidelines [14] presented in Table 1. The primary research objective focused on developing an IDSM framework that enhances youth engagement in cultural tourism through social media platforms.
The methodological application of a multi-domain analytical approach examined four interconnected research areas (DST-CT, DST-SM, Y-CT, Y-DST-SM) presented in Table 2. It was employed to address the complex interdependencies in digital storytelling applications. This comprehensive approach was necessary as effective frameworks must simultaneously address several contexts. Single-domain analysis would have failed to capture critical interrelationships that determine effective implementation of digital storytelling through social media for youth in cultural heritage contexts.
The investigation utilized Scopus as the primary database, encompassing academic literature from journals, conference proceedings, and textbooks. The selection of Scopus as the primary database was guided by several methodological considerations. First, Scopus represents the largest database of peer-reviewed literature in social sciences. Second, this database could cover multiple keywords relevant to this review (digital storytelling, cultural tourism, social media, and youth engagement).
Keywords were strategically paired: “digital storytelling (DST) and cultural tourism (CT)”, “youth and cultural tourism (CT)”, “youth and social media (SM) and digital storytelling (DST)”, and “digital storytelling and social media”, with a temporal scope of 2010–2025 to ensure contemporary and updated relevance. Search parameters included titles, abstracts, and keywords. This literature search did not focus on geographical limitations or target regions. This search approach aims to develop a globally applicable framework rather than one designed for specific geographical contexts.
The review process examined 688 articles from Scopus covering four key areas: digital storytelling and cultural tourism (60 articles), digital storytelling and social media (427 articles), youth and cultural tourism (168 articles), and youth with digital storytelling and social media (33 articles). Additionally, to ensure comprehensive coverage, Google Scholar served as a secondary database, resulting in 25 additional articles selected from the top 100 results. After reviewing all 713 articles by title and abstract, researchers removed 400 that did not match our focus.
Then, the research employed VOSviewer software version 1.6.20, establishing a minimum threshold of three appearances for keyword recognition. VOSviewer is bibliometric analysis software that visualizes relationships and patterns within academic literature through network mapping. It processes large datasets of scholarly publications to identify research clusters, trends, and connections, enabling systematic analysis of academic literature landscapes [15]. This analytical approach revealed four distinct clusters, represented through color-coded visualization (one color for each cluster grouped by keywords with the same meaning) in Figure 1, Figure 2, Figure 3, Figure 4 and Figure 5 and Table 2. The methodology adopted a theory-based review framework [16] by grouping all literature into content analysis, specifically examining technological applications in cultural tourism contexts.
The investigation implemented a rigorous content analysis methodology, employing thematic coding processes that prioritized contextual meaning at sentence and paragraph levels over isolated textual analysis. Reliability validation was conducted through paired researcher assessment and deliberative coding reconciliation, resulting in systematically categorized thematic clusters.

3. Results

3.1. Digital Storytelling (DST) and Cultural Tourism (CT)

3.1.1. Cluster 1: Technology in Digital Storytelling

Several studies present substantial progress in location-based technologies, particularly through GPS integration and augmented reality applications, enabling enhanced site-specific narrative delivery through smart devices [17,18,19,20]. In addition, digital storytelling approaches emphasize user experience (UX) methodologies [21,22], personalized content delivery systems, and social media integration strategies [23]. These technology trends facilitate enhanced visitor engagement through customized narrative experiences and interactive content-sharing mechanisms. Significantly, studies reveal that utilizing mobile device technologies, particularly GPS and AR systems, in cultural-based digital storytelling is the latest trend in technology linking DST and cultural sites [18,20,23].
Current research demonstrates the effectiveness of transmedia storytelling approaches. For example, the “Fragments of Laura” project links interactive multimedia experiences to enhance tourists’ comprehension of local heritage while strengthening their connection to cultural and natural values [24]. The Yangtze River Delta project reveals that VR and AR applications significantly enhance visitor engagement through immersive educational experiences [25].
The CrossCult H2020 project illustrated how digital interventions enhance visitor experiences while facilitating network formation among cultural venues, contributing to the sustained preservation and appreciation of cultural sites [26]. Finally, research on the GDOM project further demonstrated the effectiveness of digital storytelling in preserving intangible heritage through the integration of narratives within three-dimensional virtual environments, fostering deeper cultural connections [27].
The Trebinje Fortresses VR project demonstrated how interactive digital storytelling, combined with gameplay elements, creates immersive experiences that enable novel approaches to historical site exploration [28]. These developments are further strengthened by initiatives showcasing intangible cultural heritage, such as the Mediterranean diet preservation project in Tavira, Portugal, which reinforces cultural identity and hospitality while promoting inclusive cultural tourism practices [29].
In the case of transmedia, the integration of digital storytelling and cultural tourism through transmedia and interactive platforms represents a new trend. Research demonstrates that transmedia storytelling projects such as “Fragments of Laura” effectively leverage location-aware multimedia narratives and hypermedia platforms to enhance visitors’ comprehension of local heritage sites [24]. This approach is complemented by interactive documentaries, exemplified by the “New Life” project, which sustains audience engagement through data-driven evaluation and strategic promotion strategies [30]. Studies conducted at Catalhoyuk provide further evidence that facilitating group interactions within digital storytelling experiences promotes extended participation periods and deeper engagement, ultimately enhancing learning outcomes and perspective-taking capabilities [18].
Additionally, in terms of economic development, the commercial aspect of digital storytelling linked with technology in cultural tourism contexts presents significant opportunities. An analysis of the Beijing Olympics case study reveals the potential for integrating cultural tourism with wireless value-added services, demonstrating pathways for economic growth and expanded cultural tourism reach [31]. This commercial potential is further evidenced by the “Be Memories” app, which exemplifies how digital storytelling can be monetized while creating smart tourism destinations through community-driven content creation [32].

3.1.2. Cluster 2: Human–Computer Interaction

Regarding immersive technology integration, studies propose the significant efficacy of VR in enhancing tourist behavioral intentions and emotional experiences. VR-based storytelling could improve flow experiences and emotional engagement [33]. For example, the GDOM project validates the effectiveness of 3D virtual environments in fostering cultural understanding through spatial narratives [27]. The implementation of AR demonstrates enhanced narrative comprehension through contextually relevant information delivery, emphasizing the importance of balancing usability metrics with cognitive load management [34]. Another example of a community-based initiative is the “Fraserburgh on Film” project, which demonstrates the successful integration of archival materials in heritage preservation [35].

3.1.3. Cluster 3: Inclusive Design and Digital Storytelling Guidelines

Inclusive design and digital storytelling are linked to creating accessible and engaging digital experiences for diverse audiences. These keywords aim to ensure that digital tools and narratives are accessible to all [36,37]. Furthermore, the implementation of inclusive design principles in cultural tourism settings is fundamental for ensuring accessibility and the appreciation of cultural sites and narratives across diverse audience segments [37]. The significance of diversity in cultural sites extends beyond mere representation, as it fundamentally shapes the quality of visitor experiences. Studies have demonstrated that when cultural institutions effectively reflect the varied backgrounds and perspectives of their potential audiences, they create more engaging and meaningful experiences for all visitors [17,36].

3.1.4. Cluster 4: Digital Storytelling Guidelines

Contemporary cultural places face significant engagement challenges, with visitors showing limited motivation to interact with exhibitions [17,28]. In this case, digital storytelling, defined as the integration of personal digital technology with multiple media forms to create cohesive narratives [38], could provide a solution. This approach employs various narrative strategies, including plots, characters, and humor, to enhance engagement without aggressive marketing tactics [11,39,40]. Currently, cultural sites globally have implemented digital storytelling through virtual museums and applications to enhance viewer connections [12].
However, with the coming of the social media age, a critical research gap exists in addressing youth engagement through social media platforms. As shown in Table 3, current guidelines (from 1988 to 2023) primarily focus on traditional educational settings and game development, with limited attention to youth-specific social media applications in places like museums.
Lambert’s foundational guidelines [10], established through the Center for Digital Storytelling, pioneered the integration of digital media with oral storytelling traditions. This methodology emphasizes seven core principles focusing on personal narrative construction and emotional engagement, providing a fundamental structure for non-interactive digital storytelling development. Their seven elements were conceptualized for traditional digital storytelling without addressing the interactive, platform-specific requirements of social media platforms. Additionally, this framework was developed for general audiences rather than youth demographics in contemporary digital contexts.
Paul and Fiebich [46] developed their model at the University of Minnesota Hubbard School of Journalism, introducing a five-component framework emphasizing journalistic storytelling and interactivity through media integration, action dynamics, and contextual relationships. Their five-element framework (media, action, relationship, context, and communication) focuses primarily on journalistic storytelling contexts rather than social media platforms. While this model acknowledges interactivity through its ‘relationship’ component, it lacks consideration of platform-specific social media and specific youth engagement.
Porter’s guidelines [41] expanded upon Lambert’s principles, developing a six-component model that prioritizes storyteller perspective and personal experience integration. These six-element guidelines (living inside your story, unfolding lesson learned, developing creative tension, economizing the story told, showing not telling, and developing craftsmanship) emphasize personal narrative construction. Moreover, this framework does not address the technology, social media platforms, and youth audiences in contemporary digital environments.
Salpeter’s approach [42] emphasized project-based development and collaborative storytelling processes. These early frameworks established crucial methodological foundations for subsequent theoretical development. However, Salpeter’s [42] six-element framework conceptualizes digital storytelling primarily as a project-based development process. Nowadays (as compared to 2005, when the framework was created), it remains insufficient for social media contexts.
Educational applications emerged through Ohler’s [38] and Robin’s [43] guidelines, with Ohler introducing an eight-component model focusing on student engagement and flexible viewpoint approaches. Robin’s framework, developed at the University of Houston, provided structured assessment methodologies for educational implementation. These educational frameworks marked a significant shift toward specialized applications in formal learning environments. However, both Ohler’s [38] and Robin’s [43] guidelines represent educational applications but demonstrate gaps when applied to social media contexts. These educationally focused guidelines, while valuable in formal learning environments, require adaptations to technological, social, and engagement requirements of social-media-based storytelling.
Interactive storytelling frameworks emerged through Schafer’s dimension star model [44] and Miller’s comprehensive guideline [11]. Schafer’s twelve-point guideline addressed complex interactive narrative development, while Miller’s approach provided integrated methodologies for multiple digital platforms, including mobile applications and gaming environments. However, Schafer’s model [44] primarily focuses on interactive entertainment applications rather than social media contexts. Similarly, Miller’s framework [11] provides multiple digital platforms including mobile applications and gaming environments. However, it does not specifically address content creation processes characteristic of social media platforms. Despite their sophistication in interactive narratives, both guidelines represent insufficient youth engagement patterns and social media storytelling environments.
Finally, contemporary guidelines demonstrate increased specialization, particularly evident in Kasemsarn’s inclusive design guidelines [17,37] and Hausknecht’s senior engagement guidelines [45]. Kasemsarn’s guidelines integrate inclusive design principles for four diverse primary demographics (youth, older adults, people with disabilities, and serious cultural tourists) in cultural tourism contexts, as presented in Table 4, while Hausknecht focuses on older adult engagement through multimedia platforms. However, Kasemsarn’s nine-element guidelines [17,37] remain insufficient for social media applications. Similarly, Hausknecht’s senior engagement guidelines [45] do not adequately address the unique technological affordances and youth engagement patterns through social media platforms.

3.2. Digital Storytelling (DST) and Social Media (SM)

3.2.1. Cluster 1: Social Media Feature Trends

First, regarding personalization, research has shown that personalized gamification in social networks, particularly when aligned with user interests, yields substantial improvements in engagement metrics. Specifically, studies indicate a 63.34% increase in user time spent and a 141.9% increase in page views compared to standard gamification approaches [47]. These findings are notably influenced by demographic factors, with research identifying gender-specific variations in gamification preferences [47]. When applying to digital storytelling, studies recommend that content tailored to user profiles, interests, and contextual factors significantly enhances narrative relevance and audience engagement [47,48]. This personalization strategy is further augmented through social media platforms’ interactive capabilities, where features such as comments, likes, and shares facilitate community building and content dissemination [21,49,50].
In the case of user-generated content, studies have pointed out a significant shift in the conceptualization of content production. Previously, traditional productions from producers, products, and brand producing media to users [51]. Currently, the trend is particularly transformed in the context of brand engagement, where young users’ motivations and meanings are associated with UGC creation and consumption review and presenting the products by themselves [52].

3.2.2. Cluster 2: Social Media Platforms

The evolution of social media platforms, from the past to the present, has fundamentally transformed digital storytelling approaches and user engagement patterns. Research illustrates that platforms such as Instagram and Facebook offer distinctive features that enhance storytelling capabilities through visual content and interactive elements [53]. The introduction of story features across these platforms has significantly altered user behavior, leading to enhanced self-disclosure and increased follower engagement through more personal and authentic content sharing [54,55].
Therefore, understanding the unique characteristics and user demographics of each platform enables organizations to develop tailored storytelling strategies that maximize reach and impact. For instance, short-form videos may be more effective on platforms like TikTok, while longer narratives find better engagement on YouTube [56,57].
Moreover, there is a new trend in authentic narrative sharing. The emergence of “imperfect sharing” and amateur aesthetics has resonated strongly with audiences seeking genuine connections [55]. This authenticity-driven approach, combined with platform-optimized content strategies, has proven instrumental in enhancing campaign effectiveness across different social media channels [56].
Social media platforms leverage the “wisdom of the crowd” phenomenon, where user-generated content and collective interactions substantially influence public perception and behavioral patterns. This collaborative approach to content creation has revolutionized news production, transitioning from unidirectional information transmission to a more participatory and interactive model [58]. While digital platforms like Facebook and Reddit offer extensive networking capabilities, they simultaneously present complex social dynamics. These platforms create spaces for digital story sharing and discussion, albeit with potential risks of echo chamber formation. Nevertheless, they remain critical infrastructures for social interaction, enabling widespread narrative dissemination and community engagement across diverse demographic segments [59].

3.2.3. Cluster 3: Multimedia

Transmedia storytelling facilitates comprehensive engagement through multiple media or channels, including visual, audio, and textual elements [60]. Studies have indicated that the combination of various media forms could enhance accessibility and engagement across diverse audiences [61,62], while platforms prioritizing visual content have shown particular effectiveness in campaign engagement [63]. Moreover, video storytelling has emerged as a particularly effective medium for building emotional and relational experiences, as evidenced by, for example, Airbnb’s success in creating culturally resonant narratives [64]. In brief, multimedia integration creates immersive experiences that appeal to multiple senses, thereby increasing audience engagement and content memorability [48,49,65].

3.2.4. Cluster 4: Communication

Regarding community building, platforms like Airbnb exemplify how user-generated content can transform passive consumption into active participation through emotional engagement [64]. This effect extends to specialized contexts, such as online health communities, where narrative contagion facilitates supportive networks [66], and therapeutic applications, where co-designed storytelling tools enhance social participation among individuals with mild cognitive impairment [67].
Furthermore, as a new trend, the integration of authenticity and self-representation by users has emerged as fundamental to effective digital storytelling engagement on social media. Additionally, social media story features have enhanced authentic self-disclosure and audience engagement [54], establishing viewer trust and connection [63,68]. In the case of digital storytelling, particularly in youth engagement and community building, this approach fosters peer connections and presents identity through shared experiences [9] and intimacy and community engagement [69,70]. Therefore, digital storytelling with social media makes audiences more personal and engaging while maintaining individual authenticity as the key point [62,69].
Regarding audience engagement, studies suggest that emotional appeal serves as a fundamental driver of engagement. For example, content that evokes empathy, joy, or nostalgia could create a lasting impact and user participation [63,68]. This emotional resonance is particularly effective when narratives reflect shared the same experiences or cultural backgrounds, fostering community connection [64].
Hence, the effectiveness of communication relies heavily on understanding emotional connections in interactive narratives, where user control over narrative outcomes facilitates deeper emotional investment [69,70]. Furthermore, the integration of local communities and indigenous knowledge has proven instrumental in enhancing narrative authenticity and cultural relevance, particularly in diverse cultural contexts. This approach underscores the significance of community-based participation in creating meaningful communication and culturally resonant digital storytelling experiences.
Moreover, the economic and social dimensions of sustainability and conservation in digital cultural heritage are evidenced through various case studies. First, the iHERITAGE project in Tavira, Portugal, employed innovative applications to create virtual routes, highlighting Mediterranean cultural elements while mitigating ecological impacts [29]. Moreover, community engagement and co-creation emerge as fundamental components in sustainable cultural heritage preservation. Research examining the “Be Memories” application in Ceuti, Spain, demonstrated the efficacy of involving local communities in content creation, fostering authenticity and community ownership [32]. This participatory approach is complemented by crowdsourcing initiatives, which, according to system dynamics analyses, contribute significantly to sustainable cultural heritage development by leveraging collective knowledge and resources [71]. The sustainability of digital content itself requires careful consideration, as highlighted by the CrossCult project, which emphasizes the importance of holistic design approaches and content reusability across multiple venues [26].

3.3. Youth and Cultural Tourism (CT)

3.3.1. Cluster 1: Education

The integration of cultural heritage with educational experiences for youth presents distinct opportunities linked with tourism education. First, multimedia integration could enhance youth participation in cultural heritage education [6,72]. These findings align with evidence indicating that digital narrative techniques facilitate deeper experiential learning [72].
Significantly, the development of effective educational tourism programs requires a sophisticated understanding of youth cultural dynamics. Contemporary youth culture exhibits a complex interplay between local or historical traditions and global or modern influences [73]. This understanding becomes particularly significant in the context of cultural identity formation through educational tourism experiences.
Several studies suggest that successful implementation of heritage education programs requires consideration of both intrinsic educational value and tangible site characteristics [6,74]. These include not only the educational and recreational components but also environmental conditions and infrastructural support systems [75]. Young visitors’ engagement with cultural heritage sites is significantly influenced by appropriated presentations, updated and stylish trends, organizational efficiency, facility quality, educational program design, and site accessibility [74].

3.3.2. Cluster 2: Globalization

Currently, digital technologies facilitate unprecedented access to diverse cultural products, fostering global perspectives among young consumers and tourists. Studies suggest that while Western cultural patterns maintain prevalence, youth cultural identity formation exhibits notable hybridity, synthesizing global and local influences [76]. Moreover, analysis of youth cultural practices could be applied to understand sophisticated patterns of cultural adaptation and differentiation [76]. The expanding youth travel market exhibits distinctive characteristics, including alternative travel modalities such as backpacking and digital nomadism, which facilitate intercultural exchange [77].
Moreover, research indicates the effectiveness of community-based tourism models in balancing economic objectives with cultural sustainability as a new global trend. Studies demonstrate the importance of integrated stakeholder participation, incorporating traditional institutions, governmental bodies, and private sector entities in sustainable tourism development [76,77].

3.3.3. Cluster 3: Conservation and Sustainability

Regarding local community involvement and sustainable heritage preservation, most conservation projects in central Asia validate the effectiveness of community-based stewardship in developing crisis-resistant heritage management systems [78]. However, studies reveal critical success factors in balancing tourism access with conservation imperatives in environmental, economic, social, and cultural domains [79,80].
Studies suggest the effectiveness of digital media integration could enhance on-site accessibility [78] and increase sustainable tourism development. Moreover, a study of Australian cultural heritage operations points out critical success factor is how to balance authenticity with commercial viability for sustainable results from cultural tourism [81]. Interestingly, studies point out significant correlations between moral norms, environmental awareness, and conservation intentions among young tourists [82]. This means that the new generation could interact and balance between cultural and technological factors in sustainable tourism behavior.
Moreover, regarding sustainability, research indicates strong relationships between youth engagement in cultural tourism and sustainability outcomes. Studies represent youth preferences for authentic experiences and community-based development models [32,71]. Furthermore, community-based tourism models emphasizing youth participation have proven instrumental in sustainable tourism development, as evidenced in case studies from Indonesia and Finland [83,84].
Manaf et al. [83] proposed the Nglanggeran Tourism Village as a case study in Indonesia. It demonstrates how youth-initiated, community-based tourism effectively addresses socioeconomic disparities. Their findings point out that local youth leadership played an instrumental role in program sustainability by effectively coordinating stakeholder participation and resource management. This case exemplifies how targeted youth engagement can transform rural tourism initiatives into sustainable economic development while preserving local cultural heritage.
Partanen et al. [84] also presented their study in Kemi, Finland to examine young adults’ perspectives on sustainable tourism development. Their findings revealed that youth directly prioritize sustainability and local community inclusion. This case demonstrates how youth participation can generate alternative tourism development frameworks that balance visitor experiences with sustainable community outcomes.

3.3.4. Cluster 4: Ethnography, Tourism Market

Previous studies have proposed that the integration of cultural products, particularly handicrafts, into cultural tourism value chains provides accessible economic opportunities for local artisans. Additionally, this trend could facilitate their participation in the local tourism economy [85]. This economic potential is further evidenced by studies in Switzerland and Greece, which indicated that young tourists contribute substantially to destination sustainability through their engagement with cultural festivals, products, and heritage sites [74].
Moreover, studies have illustrated that young visitors, particularly Generation Z, act as trendsetters whose destination loyalty and cultural experience preferences shape cultural tourism offerings [74,85]. Moreover, research has indicated that cultural factors serve as primary motivators for young travelers, with evidence suggesting their willingness to engage in alternative financing methods, such as crowdfunding, to support cultural initiatives [76].
However, the challenges are the complexity of developing youth-specific tourism products and marketing while maintaining cultural authenticity. Research has suggested that the youth tourism market’s heterogeneous nature necessitates differentiated approaches to product development and marketing strategies [81]. Finally, this tension between commercialization and authenticity presents a critical consideration for tourism managers and policymakers in developing sustainable youth-oriented cultural tourism initiatives.
Cultural factors serve as primary motivators for youth travel decisions, evidenced by their willingness to participate in alternative funding mechanisms, such as crowdfunding, to support cultural initiatives [76]. This motivation is supported by the fact that young people’s desire to contribute to cultural heritage preservation significantly influences their travel intentions and engagement patterns [86]. Additionally, the implementation of storytelling methodologies, social media platforms, technologies, and self-relevance techniques has proven instrumental in fostering deeper connections between young tourists and cultural sites, facilitating meaningful and enduring engagement [72]. Research indicates that their tourism decisions are significantly influenced by destination image perception and social media trends, emphasizing the importance of culturally rich and visually engaging experiences. This understanding necessitates the adaptation of cultural institutions’ approaches to align with young visitors’ social environments and value systems [87].

3.4. Youth and Digital Storytelling (DST) and Social Media (SM)

3.4.1. Cluster 1: Self-Esteem, Identity, and Socialization

There are significant correlations between active social media participation and enhanced identity exploration among adolescents. However, this exploration process manifests dual outcomes, potentially leading to both identity development and identity distress [88]. Analysis of self-concept clarity in digital contexts yields significant insights into authentic self-presentation dynamics. Studies support that genuine self-representation on social media platforms correlates positively with self-concept clarity, suggesting that authentic digital presence facilitates the development of stable self-perception [88]. Furthermore, studies point out that implicit expression of personal narratives through social media contributes to self-concept development, enabling youth to navigate complex personal and social identities effectively [89].

3.4.2. Cluster 2: Social Media Platform and Content

Social media platforms facilitate young users through connective journalism, enabling youth to construct and share personal narratives that foster community cohesion and collective identity formation [90]. Moreover, studies indicate that social media platforms create effective spaces for youth engagement in social movements, enabling the expression of interests and motivations [91]. Research on intercultural communication competence development through social media platforms yields significant insights. Studies within the hospitality and tourism sectors indicate that platforms such as YouTube effectively facilitate intercultural competence development among young tourists [92]. Furthermore, an investigation of social connectedness reveals that social media contributes to identity construction and relationship management through perpetual contact capabilities [93]. Research analyzing Generation Z’s media perception has demonstrated that platforms such as Instagram and TikTok function as significant value transmission mechanisms, with emerging platforms like BeReal reflecting a heightened demand for authenticity in digital interactions [94].

3.4.3. Cluster 3: Digital Engagement Technology

Investigation of immersive technologies reveals substantial implications for cultural heritage engagement. VR implementation studies demonstrate significant impacts on viewers’ emotional and behavioral responses, with quantifiable effects on flow state and satisfaction metrics [33]. AR research indicates enhanced public understanding and community engagement through immersive cartographic presentations of cultural narratives [95]. Analysis of intergenerational knowledge transmission through digital platforms yields significant insights into cultural identity development. Research validates the effectiveness of digital storytelling in facilitating intergenerational interactions and enhancing youth self-esteem and cultural identity formation [96]. Museum-based studies demonstrate positive correlations between digital tool integration and visitors’ cognitive identity development and cultural heritage engagement [50].

3.4.4. Cluster 4: Social Networks

There is significant engagement enhancement through strategic platform utilization, particularly Facebook and Twitter, in cultural tourism initiatives. Transmedia storytelling analysis also indicates enhanced brand value development for cultural destinations through multi-platform narrative distribution [7]. The analysis of social media’s economic impact on youth reveals significant revenue generation patterns and entrepreneurial opportunities. Statistical analysis further reveals that youth users account for 30–40% of advertising revenue on specific platforms, highlighting the economic significance of this demographic segment in digital advertising ecosystems [97].
Case study analysis in Egypt reveals compelling evidence of social media’s role in facilitating digital entrepreneurship, with empirical data indicating that 95% of surveyed entrepreneurs attribute their business initiation to social media accessibility, demonstrating distinct empowerment patterns across gender demographics [98]. Furthermore, case studies in Nigeria demonstrate how digital platforms provide economic flexibility mechanisms for youth facing limited traditional employment prospects though operating within contexts of socioeconomic vulnerability [99]. The Shujaaz multimedia platform in Kenya provides empirical evidence of social media’s capacity to drive positive socioeconomic outcomes, particularly in income generation and health behavior modification among youth populations [100].

4. Developing the IDSM Framework by Extending Traditional Guidelines Utilizing Contemporary Social Media Elements

The existing inclusive digital storytelling guidelines, as shown in Table 4 [17,37], provide a foundational framework for narrative construction in museum contexts. However, while comprehensive for general storytelling purposes, these guidelines were not specifically designed to address the unique demands of current social media platforms. The original guidelines’ nine elements primarily focus on traditional storytelling components such as point of view, purpose, and structure without explicit consideration of digital social interaction mechanisms or contemporary youth engagement strategies. Moreover, all literature reviews indicate significant gaps in the current guidelines’ ability to address social-media-specific storytelling requirements. Therefore, after researching literature reviews from all four main factors, this article proposes four new elements in digital storytelling guidelines, as presented in Table 5 and Figure 6.
The selection of the four new elements (numbers 10–13) emerged through a systematic analytical process guided by VOSviewer software to propose clusters. In addition, each domain (DST-CT, DST-SM, Y-CT, Y-DST-SM) revealed distinct thematic clusters related to each other. Following this, the researchers focused on the practical applicability of all clusters in cultural tourism contexts and their relevance to social media engagement.
Social Media Platform Integration: Several studies support that platform-specific narrative structures and engagement mechanisms significantly enhance youth participation in cultural tourism contexts by choosing platform-specific content optimization [56]. Currently, there are social media platform trends matched to several groups and aims. For example, Instagram and TikTok serve as primary engagement channels for youth audiences [101]. Platform-specific features could enhance authentic self-disclosure and audience engagement with the right target group [54]. Furthermore, user-generated content [64], transmedia storytelling approaches for immersive experiences [24], and interactive elements could foster community participation. Finally, authenticity and value alignment could be considered “imperfect sharing” of the new trend, which resonates with youth audiences [55].
Multimedia Engagement: Studies suggest enhanced visitor engagement through VR/AR applications [25], interactive digital platforms in facilitating immersive educational experiences [18], and interactive documentaries [30]. Transmedia storytelling promotes youth engagement across multiple platforms [24]. In summary, multimedia integration could enhance and foster accessibility [48], visual engagement [63], deeper audience connections [49], and increase preservation [61].
Community Participation and Sustainability: There is significant collaborative digital storytelling construction and community-driven content creation in cultural heritage preservation [32,71]. Digital platforms could facilitate peer-to-peer support networks and social networking environments. Community-driven content creation could foster authenticity [32]. Concerning collaboration with the community, co-created content strategies could enhance youth engagement, and community-based participation or user-generated narrative development could strengthen cultural heritage preservation [71]. In brief, community building through shared narrative experiences could foster a community’s identity [9,90].
Cultural Authentication: Studies by Kontiza et al. [26] and Cruz and Miranda [36] underscored the importance of maintaining cultural authenticity in digital narratives while engaging youth audiences. Additionally, cultural authentication could be applied and presented through several approaches, such as the integration of local communities in content creation [32], proposing cultural identity [29], and integrating diverse cultural perspectives and traditional and contemporary cultural elements. However, the most significant point is maintaining a balance between commercialization and cultural preservation [26,81].

5. Conclusions

This review aims to develop an IDSM framework that enhances youth engagement in cultural tourism through social media platforms by extending traditional narrative guidelines to include elements of contemporary digital engagement. The investigation employed searches of the Scopus database from 2010–2025. All articles were then analyzed through VOSviewer software, examining four primary research domains that revealed distinct thematic clusters, informing their implementation into contemporary digital storytelling.
First, the analysis of digital storytelling paired with cultural tourism identified four primary clusters: technology integration in digital storytelling with an emphasis on immersive and AR/VR applications, human–computer interaction, inclusive design incorporating accessibility guidelines, and heritage conservation addressing sustainability imperatives. These clusters illustrate the trends in visitor engagement through personalized narrative experiences while facilitating cultural heritage preservation through innovative digital interventions. However, these studies also indicated fragmented implementation strategies and insufficient guidelines for platform-specific content development, especially in engaging diverse demographics through digital platforms.
The examination of digital storytelling and social media revealed clusters centered on social media technology trends, platform-specific features, multimedia integration frameworks, and communication strategies. This analysis identified emerging patterns in personalization, user-generated content development, and transmedia storytelling approaches that significantly influence engagement metrics across digital platforms. In brief, contemporary platforms offer distinctive features that enhance storytelling capabilities through visual content and interactive elements. Furthermore, the emergence of “imperfect sharing” and authentic narrative approaches has proven particularly effective in fostering community engagement.
An analysis of youth and cultural tourism illustrated clusters focusing on educational frameworks, globalization impacts, conservation strategies, and ethnographic market analysis. These findings emphasized the complex interplay between educational objectives and cultural preservation, particularly in developing youth-specific engagement strategies that balance authenticity with contemporary digital preferences.
The investigation of youth engagement combined with digital storytelling through social media revealed significant insights into contemporary digital interaction patterns. The examination revealed four distinct clusters centered on self-esteem development, media platform optimization, technological engagement, and social network dynamics. These findings underscore the critical role of platform-specific features in facilitating youth engagement, particularly through connective journalism and community-driven narrative construction.
Based on the analysis of the above four groups, this review proposes four new elements extending the existing digital storytelling guidelines: social media platform integration, multimedia engagement, community participation, and cultural authentication. The additional elements demonstrate significant value in cultural tourism contexts by providing structured methodologies for integrating traditional storytelling elements with modern digital communication preferences, thereby enhancing both engagement metrics and cultural preservation outcomes as proposed in the aim.
This investigation acknowledges certain limitations. The exclusive use of the Scopus database, while ensuring academic rigor, potentially excluded relevant topics or sources from other databases. Additionally, the current lack of social-media-specific guidelines in digital storytelling frameworks presented challenges in collecting data and establishing the new framework. Moreover, this study represents an initial review aimed at proposing a new conceptual framework rather than validating its implementation. Future research involving key stakeholders (e.g., youth tourists, cultural tourism industries, and social media content creators) will be joined to validate the framework’s effectiveness and refine its practical implementation across diverse cultural heritage contexts.

5.1. Implications

5.1.1. Cultural Tourism/Tourism Industry

This framework and its thirteen elements offer structured methodologies for developing engaging digital narratives that resonate with younger demographics while preserving cultural authenticity. Tourism organizations can leverage these data to create platform-optimized content strategies or moving images that enhance visitor engagement through personalized storytelling approaches with social media platforms. Interestingly, this framework could potentially increase youth participation in cultural tourism activities while fostering sustainable preservation practices with the latest technology.

5.1.2. Research/Education

These guidelines provide a theoretical foundation for examining the intersection of digital storytelling, social media engagement, and cultural tourism. The systematic integration of social-media-specific elements with traditional storytelling guidelines offers researchers a structured approach to investigating youth engagement patterns in cultural tourism contexts. Educational institutions can utilize this framework to develop curricula or other research frameworks as well as case studies that effectively combine cultural heritage education with contemporary digital communication methodologies.

5.1.3. Media Designers and Digital Content Creators

Media professionals can utilize this framework to develop more effective narrative strategies. Significantly, this framework, with its thirteen elements, could cover and balance technological innovation and cultural preservation objectives for young tourists in different media and social media platforms. Moreover, the framework’s application should incorporate inclusive language principles and universal accessibility considerations. This could ensure equitable engagement opportunities beyond the primary youth demographic focus. Additionally, media designers should leverage the framework to enhance place-based memory construction and local identity preservation. This multi-dimensional approach enables content creators to develop narratives that simultaneously preserve cultural authenticity, enhance accessibility, and foster meaningful place–identity connections for diverse audiences.

Author Contributions

Conceptualization, K.K.; review and analysis, K.K. and F.N.; writing—original draft preparation, K.K.; writing—review and editing, K.K. and F.N. All authors have read and agreed to the published version of the manuscript.

Funding

This research was supported by King Mongkut’s Institute of Technology Ladkrabang (KMITL), Thailand, and the National Science Research and Innovation Fund (NSRF), grant number RE-KRIS/FF67/018.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

Not applicable.

Acknowledgments

This research was supported by the School of Architecture, Art, and Design, KMITL, Thailand.

Conflicts of Interest

The authors declare no conflicts of interest.

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Figure 1. Keyword co-occurrence based on the relationship between DST and CT (each color represents a cluster).
Figure 1. Keyword co-occurrence based on the relationship between DST and CT (each color represents a cluster).
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Figure 2. Keyword co-occurrence based on the relationship between DST and SM (each color represents a cluster).
Figure 2. Keyword co-occurrence based on the relationship between DST and SM (each color represents a cluster).
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Figure 3. Keyword co-occurrence based on the relationship between Y and DST and SM (each color represents a cluster).
Figure 3. Keyword co-occurrence based on the relationship between Y and DST and SM (each color represents a cluster).
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Figure 4. Keyword co-occurrence based on the relationship between Y and CT (each color represents a cluster).
Figure 4. Keyword co-occurrence based on the relationship between Y and CT (each color represents a cluster).
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Figure 5. Venn diagram demonstrating relationships between all four keywords.
Figure 5. Venn diagram demonstrating relationships between all four keywords.
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Figure 6. The IDSM framework.
Figure 6. The IDSM framework.
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Table 1. The criteria for inclusion and exclusion in the literature reviews.
Table 1. The criteria for inclusion and exclusion in the literature reviews.
InclusionExclusion
Peer review studies in EnglishNon-English studies
Publication in the years 2010–2025Publications outside the time frame were not selected
Journals, conference proceedings, and textbooks Working papers, book chapters, organization websites, and conference abstracts
Categories: business, management, and accounting; computers and composition; computers in human behavior; design studies; arts and humanities; social sciences; and multidisciplinaryCategories other than the ones selected were not included
Table 2. Clusters illustrated in Figure 1, Figure 2, Figure 3 and Figure 4 utilizing the four pairs of keywords.
Table 2. Clusters illustrated in Figure 1, Figure 2, Figure 3 and Figure 4 utilizing the four pairs of keywords.
DST and CTDST and SMY and DST and SMY and CT
Cluster 1 (red)Cluster 1 (red)Cluster 1 (red)Cluster 1 (red)
Technology in digital storytelling, immersive, augmented reality (AR), virtual reality (VR)Social media technologySelf-esteem, identity, socializationEducation
Cluster 2 (green)Cluster 2 (green)Cluster 2 (green)Cluster 2 (green)
Human–computer interaction (HCI)Social media platformMedia platformGlobalization
Cluster 3 (blue)Cluster 3 (blue)Cluster 3 (blue)Cluster 3 (blue)
Inclusive design, digital storytelling guidelinesMultimediaTechnologyConservation, sustainability
Cluster 4 (yellow)Cluster 4 (yellow)Cluster 4 (yellow)Cluster 4 (yellow)
Heritage conservation, sustainabilityCommunicationSocial networkEthnography, tourism market
Table 3. Summary of ten digital storytelling guidelines with different target groups [17,37].
Table 3. Summary of ten digital storytelling guidelines with different target groups [17,37].
Guidelines/AuthorsElements of Each GuidelineCategoryTarget
1.Take six: Elements [41]Living in your story, unfolding lessons learning, developing creative tension, economizing the story told, showing, not telling, and developing craftsmanshipGeneralGeneral
2.The seven elements of digital storytelling [10]A point of view, a dramatic question, emotional content, the gift of your voice, the power of the soundtrack, economy, and pacingGeneralGeneral
3.Six elements of digital storytelling [42]Personal, begin with the story or script, concise, use readily available source materials, include universal story elements, and involve collaborationGeneralGeneral
4.Expanded and modified digital storytelling elements [43]The overall purpose of the story, the narrator’s point of view, a dramatic question or questions, quality of the images, video and other multimedia elements, use of a meaningful audio soundtrack, the choice of content, pacing of the narrative, good grammar and language usage, economy of the story detail, and clarity of voiceEducationTeachers, students
5.Story elements [38]Point of view, emotional engagement, tone, spoken narrative, soundtrack music, role of video and performance, creativity and originality, time, and story length and economyEducationTeachers, students
6.A ten-step development checklist for creating an interactive project [11]Premise and purpose, audience and market, medium, platform and genre, narrative/gaming elements, user’s role and point of view, characters, structure and interface, fictional world and setting, user engagement, and overall look and soundInteractive entertainment (games, applications, new technologies)General
7.Dimension star: Models for digital storytelling and interactive narratives [44]Concreteness, user contribution, coherence, continuity, (conceptual) structure, stage, virtuality, spatiality, control, interactivity, collaboration, and immersionInteractive entertainment (games, applications, new technologies)General
8.Digital storytelling guideline for older adults [45]Story type, imagery process and choice, music and sound, and multimediaMultimediaOlder adults
9.Five elements of digital storytelling [46]Media, action, relationship, context, and communicationJournalismGeneral
10.Inclusive digital storytelling guideline [17,37]The storyteller’s point of view, a key question, the purpose, story structure, economy, the storyteller’s voice, soundtrack, media, and backgroundMuseum presentationYouth, older adults, disabled people
Table 4. Inclusive digital storytelling guidelines [17,37].
Table 4. Inclusive digital storytelling guidelines [17,37].
FactorsExplanation
1. The storyteller’s point of viewWhat is the main point of the story, and what is the perspective of the author?
2. A key questionA key question that keeps the viewer’s attention and will be answered by the end of the story
3. The purposeEstablish a purpose early on and maintain a clear focus throughout
4. Story structureWhat are the major events or challenges during the narrative?
5. EconomyUsing just enough content to tell the story without overloading the viewer
6. The storyteller’s voiceStoryteller gives the narrative the appropriate amount of focus in their story
7. SoundtrackMusic or other sounds that support and embellish the story
8. MediaWhat is the media (e.g., mobile phones, TV, or the Internet)?
9. Background What is the world, and where is it set?
Table 5. Details of the IDSM framework.
Table 5. Details of the IDSM framework.
FactorsExplanationReferences
1. The storyteller’s point of viewWhat is the main point of the story, and what is the perspective of the author?[17,37]
2. A key questionA key question that keeps the viewer’s attention and will be answered by the end of the story.
3. The purposeEstablish a purpose early on and maintain a clear focus throughout.
4. Story structureWhat are the major events or challenges during the narrative?
5. EconomyUsing just enough content to tell the story without overloading the viewer.
6. VoiceStoryteller gives the narrative the appropriate amount of focus in their story.
7. SoundtrackMusic or other sounds that support and embellish the story.
8. MediaWhat is the media (e.g., mobile phones, TV, or the Internet)?
9. Background What is the world, and where is it set?
10. Social media platform integrationIntegration of platform-specific social media features that facilitate interactive storytelling, authentic narrative sharing, and community engagement. Includes consideration of platform-specific characteristics, user-generated content mechanisms, and value-aligned messaging strategies that resonate with youth audiences.[53,54,55,56,57,58,101]
11. Multimedia engagementIntegration of diverse multimedia elements, including visual, interactive, and immersive technologies (VR/AR), to enhance engagement with cultural heritage content.[18,25,30,48,49,61,62,64,65]
12. Community participation and sustainabilityEncompasses methodologies for co-created content development, community-driven storytelling, and collective cultural heritage preservation and sustainability, specifically designed to enhance youth engagement in cultural tourism contexts.[9,32,71,90]
13. Cultural authenticationEncompasses methodological frameworks for community validation, heritage preservation, and cultural context verification, specifically designed to maintain authenticity while engaging youth audiences through digital platforms.[26,29,32,36,81]
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Kasemsarn, K.; Nickpour, F. Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks. Heritage 2025, 8, 200. https://doi.org/10.3390/heritage8060200

AMA Style

Kasemsarn K, Nickpour F. Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks. Heritage. 2025; 8(6):200. https://doi.org/10.3390/heritage8060200

Chicago/Turabian Style

Kasemsarn, Kittichai, and Farnaz Nickpour. 2025. "Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks" Heritage 8, no. 6: 200. https://doi.org/10.3390/heritage8060200

APA Style

Kasemsarn, K., & Nickpour, F. (2025). Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks. Heritage, 8(6), 200. https://doi.org/10.3390/heritage8060200

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