IDEAS home Printed from https://ideas.repec.org/a/eof/igimer/v1y2025i02id13.html

Stimulating Tourists' Imagination: The Role of Visual Communication in Managing Storynomic Tourism Strategies in the Digital Age

Author

Listed:
  • Aliyah

    (Universitas Muhammadiyah Tangerang)

  • Raden Asri Kartini

    (Universitas Muhammadiyah Tangerang)

  • Amanda

    (Universitas Muhammadiyah Tangerang)

  • Tik Tik Dewi Sartika

    (Universitas Muhammadiyah Tangerang)

Abstract

Purpose of the study: This research aims to analyse the role of visual communication in supporting storynomic tourism strategies, particularly how visual elements shape tourist perceptions, emotional connections, and destination attractiveness in the digital age. Materials and methods: A qualitative-descriptive approach was employed, incorporating visual semiotics and representation discourse analysis. Data were collected through digital documentation of social media content, in-depth interviews with tourism content creators and digital travellers, and participatory online observation. Visual materials from Instagram, TikTok, and YouTube accounts (e.g., @wonderfulindonesia) were the primary objects of study. Results: Findings reveal that visuals—through the use of local symbols, colour palettes, illustration styles, and cinematic storytelling—effectively build emotional narratives and trigger the imagination of digital travellers. Content infused with cultural meaning outperformed purely informational visuals in engagement metrics. Social media platforms such as Instagram and TikTok proved particularly powerful in conveying micro-narratives that inspire travel interest. Conclusions: Visual storytelling is a critical component of storynomic tourism, influencing traveller decisions through emotional engagement and digital immersion. A research-based visual communication strategy that prioritises cultural authenticity and emotional resonance is essential for tourism stakeholders aiming to differentiate destinations in the competitive digital landscape.

Suggested Citation

  • Aliyah & Raden Asri Kartini & Amanda & Tik Tik Dewi Sartika, 2025. "Stimulating Tourists' Imagination: The Role of Visual Communication in Managing Storynomic Tourism Strategies in the Digital Age," Global Insights in Management and Economic Research, INSPIRETECH GLOBAL INSIGHT, vol. 1(02), pages 44-48, May.
    • Handle: RePEc:eof:igimer:v:1:y:2025:i:02:id:13
    DOI: 10.53905/Gimer.v1i02.8
    as

    Download full text from publisher

    File URL: https://journal.igiinsight.com/index.php/gimer/article/view/13
    File Function: Abstract page
    Download Restriction: no
    File URL: https://journal.igiinsight.com/index.php/gimer/article/download/13/18
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.53905/Gimer.v1i02.8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mina Jo & Jaebin Cha & Jisong Kim, 2022. "The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chien-Ting Chiang & Ying-Chieh Chen, 2023. "The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    2. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    3. Saleem, Tayyaba & Talpur, Qurat-ul-ain & Ishaq, Muhammad Ishtiaq & Raza, Ali & Junaid, Muhammad, 2024. "Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Yanxin Kang & Xingqin Qu & Xing Wang & Xinwei Su & Niantao Jiao, 2025. "Can Information Tell a Story? Can Story Attributes of Short Travel Videos Stimulate Impulsive Travel Intention?," SAGE Open, , vol. 15(4), pages 21582440251, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eof:igimer:v:1:y:2025:i:02:id:13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Relitha Hayatun Nugraha, S.Sos (email available below). General contact details of provider: https://journal.igiinsight.com/index.php/gimer .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.