Narrative formats in virtual dark tourism: impacts on generativity

This study combines generativity theory with narrative transportation theory to examine how narrative design influences tourists’ perceptions in virtual dark heritage tourism. Using a 2x3 between-subjects experimental design, it explores the effects of narrative format (text-only, audio-only, video) and narrative perspective (first-person, third-person) on perceived social generativity, a psychological construct that reflects concern for future generations. Results show that audio-only narratives are most effective, followed by text and video, with third-person perspectives enhancing these effects. Perceived social generativity, in turn, significantly mediates the relationships between narrative format and tourists’ life satisfaction as well as their citizenship behavioural intentions. By shifting focus from emotional reactions to generativity-driven outcomes, the study demonstrates how virtual heritage narratives can inspire reflection, civic engagement, and intergenerational responsibility. These findings advance generativity theory within digital heritage contexts and provide practical implications for designing interpretation strategies that transform dark heritage from spaces of remembrance into catalysts for prosocial values and behaviours.