The Role of Storytelling in Improving the Image of Ecotourism Destinations: Exploratory Studies on Millennials and Gen Z in Malaysian Crabs
Keywords:
Storytelling, Authenticity Storytelling, Emotional Engagement, Mess Clarity, Sustainability Ecotourism ImageAbstract
The shift in tourism trends towards a more sustainable and authentic experience places Ecotourism as a crucial sector. In the context of digital marketing, Storytelling is believed to have great potential to shape the image of destinations emotionally and cognitively. The study focused on Millennial and Gen Z audiences as the main segment of travelers who demand authenticity and have a strong attachment to social media. This study aims to explore in depth the role of Storytelling (through the dimensions of Authenticity, Emotional Engagement, and Message Clarity) in influencing their perception of the Image of Sustainable Ecotourism in Ketam, Malaysia. This research uses an exploratory qualitative approach. Data was collected through In-Depth Interviews with Millennial and Gen Z representatives who have visited or consumed Crab Ecotourism content, as well as content analysis of destination digital promotional materials. Key indicators analyzed include Factual Authenticity of stories, levels of Emotional Engagement generated, and Message Clarity regarding sustainability values. Effective storytelling, which combines Factual Authenticity with the ability to evoke Emotional Engagement, serves as a key mechanism to improve the image of Sustainable Ecotourism among Millennials and Gen Z. Crab Ecotourism Destinations need to integrate local economic narratives and clarify the role of tourists (CTAs) in the story, so that the Image of Sustainable Ecotourism can be formed holistically (Triple Bottom Line).
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