The impact of storytelling as a tool for tour guides on the tourist experience: Intangible Cultural heritage as a moderating variable

Document Type : Original Article

Authors

1 Tourism Guidance Department, Faculty of Tourism and Hotels, University of Sadat City

2 Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

This study investigates how storytelling serves as an indispensable tool for tour guides in improving the whole experience of tourists, through the examination of the role that intangible cultural heritage pays. The researchers used a random sampling approach, and surveyed 432 tourists in the city of Luxor, Egypt. Out of these, 389 responses were found to be valid. The data collected was thoroughly analyzed using Smart-PLS v.22. The results obviously highlight that successful storytelling includes main elements such as, for example, engaging plot structure, fascinating delivery, an excellent awareness of the audience, robust creativity, and powerful messaging, remarkably enhances the tourist experience. Besides, the valuable intangible cultural heritage of Luxor significantly enriches the narratives presented by guides, strengthening the positive aspects of their storytelling. Luxor is distinguished with its various cultural heritage, apparent in traditions such as the annual moulid of Sheikh Aboul-Haggag, the martial art of tahtib, and diverse traditional crafts, offers rich content to the tour guides to offer tourists more engaging and genuine experiences. To sum up, the study underlines the significant that intangible cultural heritage plays in improving the positive association between storytelling practiced by tour guides and satisfaction of tourists. Thus, it highlights that tour guides should constantly refine their storytelling skills and dynamically use the various aspects of cultural heritage into their narratives to ensure the tourist engagement and enhance the whole quality of the tourist experience.

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