An Exploratory Study of Social Media Storytelling Framework for Cultural Heritage Tourism Among Youth

Abstract

This exploratory study investigates how youths aged 18–25 perceive and prioritize elements of the Integrated Digital Storytelling for Social Media (IDSM) framework in cultural heritage tourism contexts, addressing critical gaps between theoretical frameworks and contemporary social media engagement requirements. Through purposive sampling at cultural heritage tourism sites in Bangkok, Thailand, questionnaires were distributed to 100 participants to examine their preferences for cultural tourism video content and validate framework elements. Cultural authenticity emerged as the paramount consideration among participants, while traditional storytelling elements demonstrated sustained relevance when adapted for social media contexts. Youth participants preferred authentic mobile phone recordings over professional production, with optimal video durations and caption-dependent storytelling for mobile consumption. TikTok emerged as the primary motivational platform despite moderate usage frequency patterns. This exploratory study contributes preliminary empirical assessment of an integrated framework specifically designed for social media applications in cultural heritage tourism contexts. The findings provide evidence-based guidelines to help practitioners develop platform-optimized content strategies that effectively engage youth audiences while maintaining cultural authenticity.