Mystical narratives in destination branding: a netnographic study of UNESCO heritage sites in Indonesia

Purpose This study investigates the underexplored role of mystical narratives in destination branding, highlighting their multidimensional influence on brand formation. Design/methodology/approach A five-year, multisite longitudinal netnography was conducted, gathering 5,250 pieces of user-generated content (UGC) related to mystical narratives from five UNESCO World Heritage Sites in Indonesia across four social media platforms. Data were analyzed using Grounded Theory Methodology (GTM) to identify recurring themes and emerging patterns. Findings Results reveal that spiritual, mythological and supernatural narratives converge to create emotionally resonant and transformative visitor experiences. The study further introduces the tripartite mystical destination brand identity (MDBI) framework, comprising mystical imagination, meaning, and presence. Research limitations/implications The focus on selected Indonesian UNESCO sites and reliance on qualitative netnography limit generalizability. Future research should employ mixed methods as well as cross-cultural and longitudinal designs, to assess impacts on tourist behavior and perceptions of authenticity. Further exploration of digital platforms may also uncover new roles for mystical narratives in destination branding. Practical implications The MDBI framework guides policymakers in integrating mystical narratives into destination branding to enhance authenticity, visitor engagement, and sustainable development, while heritage-sensitive policies and community collaboration ensure respectful use and strengthen conservation, particularly for UNESCO sites. Originality/value This study contributes to tourism and branding literature by theorizing mystical narratives as a critical dimension of destination branding. It advances understanding through the MDBI framework, which illustrates how spiritual, mythological and supernatural dimensions interact to shape destination brand identity.