Branding Heritage Through Narrative

In the digital era, destination branding goes beyond campaigns and slogans, relying on storytelling to convey meaning, create emotional connection, and shape enduring place identity. This chapter reviews storytelling as a strategic tool in branding heritage destinations, focusing on Southeast Asia and Malaysia. Drawing on corporate branding, tourism communication, and narrative persuasion literature, it examines how culture- and history-based stories influence perception and travel motivation. Digital platforms such as Instagram, travel blogs, and user-generated content have turned destination narratives into participatory, co-created experiences. The review also addresses tensions between preserving authenticity and adapting heritage narratives for global audiences, noting that storytelling can strengthen or dilute place meaning. By integrating theory and practice, this chapter provides insights for scholars, marketers, and policymakers seeking culturally grounded and sustainable tourism communication approaches.