The Impact of Digital Storytelling on Tourist Loyalty: The Mediating Role of Consumer Purchase Decision

Digital storytelling has emerged as a very effective digital marketing strategy for developing robust and enduring consumer relationships, while concurrently fostering heightened customer loyalty. The utilization of storytelling as a means of conveying the product's greatness and vision is employed to effectively influence tourists' emotions, pique their curiosity, and enhance their ability to recall the experience, ultimately fostering the desired level of loyalty. The objective of this study is to examine the various factors within Digital storytelling that may have an impact on tourist loyalty. It tries to investigate the correlation between digital storytelling and tourist loyalty, as well as enhance the cognitive representation of the tourism services. Additionally, the study aims to explore the most effective methods and mechanisms for implementing storytelling. The present research used questionnaire as a means of data collection. A total of 478 forms were collected from tourists visiting Cairo as their chosen destination. Statistical analysis is employed to validate hypotheses and analyse the gathered data. The research findings revealed a statistically significant positive correlation between digital storytelling and tourist loyalty. Furthermore, several findings were obtained that could assist decision makers in utilizing storytelling as a contemporary strategy in the realm of digital marketing.