Digital Storytelling of Cultural Heritage and Its Effect on Place Attachment: The Mediating Role of Tourist Cognitive Motivation - A Case of Red Sea Destination

This research aims to examine the effect of digital storytelling of cultural heritage on place attachment. A total of 395 questionnaires were distributed to tourists in the Red Sea destination. The data were analyzed using SPSS 25.0 and Warp PLS 7.0, and a structural model was designed to investigate the relationship between the variables. Results indicated that digital storytelling of cultural heritage has a significant effect on place attachment and tourist cognitive motivation. Moreover, tourist cognitive motivation has a direct and significant influence on place attachment. The study further demonstrates that the tourist cognitive motivation plays a mediating role in the relationship between digital storytelling and place attachment. The findings also indicate that YouTube is the leading platform for digital cultural heritage storytelling, with historical events, heritage sites, and short videos being the most preferred content categories and formats. The theoretical contributions of this study are reflected in extending the theoretical understanding of the role of digital storytelling by introducing a framework that explains the psychological mechanisms linking digital storytelling attributes with tourists’ cognitive motivation and place attachment. The study also goes beyond the traditional view of digital storytelling as merely a promotional tool by highlighting its role as a cognitive and emotional mechanism that contributes to developing a deeper relationship between tourists and heritage destinations. The study recommends that destination marketers and relevant stakeholders develop digital storytelling content that integrates destination uniqueness, informative value, entertainment, engagement, and sensibility, thereby enhancing tourists' knowledge, increasing their interaction, and strengthening their emotional connection with heritage destinations.