Storytelling in heritage tourism: the role of storytellers in shaping diasporic visitor experience and promoting Ghanaian heritage

Abstract

Purpose – The paper aims to explore how storytellers influence Diasporic tourist experiences and promote Ghanaian heritage, with a focus on the Assin Manso Ancestral Slave River Site. Guided by Narrative Transportation Theory (NTT) and Sense of Place Theory (SPT), the study investigates how storytelling techniques, such as delivery style, cultural framing, and symbolic references, shape emotional engagement, identity formation and place attachment. It seeks to uncover the mechanisms by which storytelling fosters cultural reconnection and heritage affirmation, offering theoretical contributions to narrative engagement research and practical guidance for heritage managers seeking to enhance diasporic engagement and preserve cultural narratives in tourism contexts.