Storytelling influence: how digital narratives foster prosocial behavior in museums

Purpose The purpose of this study is to reveal how digital storytelling in hospitality and tourism, especially in museums, creates memorable, emotionally rich experiences that captivate and connect visitors. By blending authenticity, education, enjoyment, vividness and emotion with cutting-edge technology, these narratives deepen psychological bonds and foster a strong sense of community. This immersive approach enhances visitor attraction and inspires prosocial behavior, offering fresh marketing insights to elevate cultural relevance and drive meaningful engagement in today’s digital tourism landscape. Design/methodology/approach This study uses structural equation modeling to analyze how storytelling attributes influence visitors’ helping behavior through emotional and cognitive engagement. Psychological proximity and belonging act as mediators, with digital technology (DT) and cultural atmosphere as moderators. This integrated model provides strategic insights into how immersive, tech-enhanced storytelling fosters prosocial behavior and enhances museum experiences. Findings The findings of this study show that authenticity, emotionality and educability significantly increase helping behavior by enhancing both emotional and intellectual engagement. Psychological proximity and a sense of belonging mediate these effects, while DT and cultural atmosphere amplify them. Digital storytelling more powerfully builds emotional resonance and motivates prosocial responses than traditional exhibits. These results underscore the impact of immersive narratives in fostering cultural connection and heritage involvement. Practical implications Museums can leverage immersive technologies, such as virtual reality and artificial intelligence, to craft authentic, emotional and educational storytelling that deepens engagement and promotes prosocial behavior. By increasing psychological proximity and strengthening visitor loyalty, these strategies elevate the museum experience. Policymakers should invest in digital infrastructure to expand access and societal reach, while educators can design emotionally rich narratives that inspire curiosity and participation. These efforts position museums as vibrant, interactive cultural hubs with enduring social impact. Originality/value This study advances museum research by showing how digital storytelling fosters prosocial behavior beyond traditional measures of satisfaction and learning. Integrating narrative theory with the stimulus–organism–response (SOR) framework, this study uncovers how storytelling attributes, through emotional and psychological engagement, drive behavioral outcomes. By examining the interplay between narratives and DT, this study offers a multidimensional framework that positions digital stories as catalysts for cultural cohesion and sustainable engagement. This approach not only validates existing findings on engagement but also extends them by specifying the mechanisms through which digital storytelling translates into meaningful action, providing both theoretical insight and practical guidance.