Exploring digital storytelling contexts from cultural heritage for effective tourism destinations marketing: A study on Sarawak, Malaysia

This study explores how digital storytelling grounded in cultural heritage can enhance tourism destination marketing, using Sarawak, Malaysia, as a pilot case. Through stakeholder interviews and systematic analysis, five key storytelling contexts were identified: narratives suited for tourism marketing, conveying destination uniqueness, supporting branding, promoting the destination, and capturing attention. These contexts provide a structured framework for creating culturally rich, immersive, and emotionally engaging digital narratives that resonate with tourists while preserving local heritage. In Sarawak, elements such as longhouses, festivals, Pua Kumbu textiles, Sape music, and culinary traditions exemplify these contexts, demonstrating how heritage can differentiate destinations in competitive markets. Methodologically, the study combines Balanced Incomplete Block Design with phenomenological interviews to rigorously assess story contexts. The findings offer transferable insights for global heritage-rich destinations, highlighting how culturally grounded digital storytelling can foster tourist engagement, strengthen destination branding, support sustainable tourism, and bridge heritage preservation with effective global marketing strategies. • Cultural heritage tourism plays a vital role in enhancing the appeal of destinations by offering unique cultural and educational experiences. • Digital storytelling merges traditional narratives with multimedia, making cultural heritage more accessible and engaging for tourists. • Sarawak, Malaysia, with its rich cultural heritage, presents an opportunity to utilise digital storytelling for effective tourism marketing. • Identifying appropriate cultural heritage contexts can enhance Sarawak's tourism promotion while preserving its unique traditions.