Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction
Published online: 23 Dec 2025
Abstract
Purpose - This study examines how technologies and storytelling shape the perception of regenerative value within tourism experiences, and how this perception impacts visitor satisfaction. It is grounded in the growing movement toward regenerative tourism, which emphasizes restoring and enriching destinations rather than merely sustaining them.
Methodology/Design/Approach - A conceptual model was developed to capture both the direct and indirect (mediated) effects of technologies and storytelling on visitor satisfaction. Data collected from 162 respondents were analyzed using Structural Equation Modeling (SEM) and Bootstrapping with 5,000 resamples to test the hypothesized relationships.
Findings - The results reveal that technologies and storytelling significantly influence visitor satisfaction. However, their effects are largely mediated by visitors’ perception of contributing positively to the destination. Among the variables, perceived regenerative value emerged as the strongest predictor of overall satisfaction.
Originality/Value - This study extends existing theories of value co-creation, transformational tourism, and experience design. It highlights the strategic role of technology and narrative as key enablers of meaningful, regenerative travel experiences that go beyond traditional notions of sustainability.
Keywords:
Regenerative tourism
Regenerative technonolgy
Storytelling
References
Ateljevic, I. (2020). Transforming the (tourism) world for good and (re)generating the potential “new normal.” Tourism Geographies, 22(3), 467–475. https://doi.org/10.1080/14616688.2020.1759134
Ateljevic, I., & Sheldon, P. J. (2022). Guest editorial: Transformation and the regenerative future of tourism. Journal of Tourism Futures, 8(3), 266–268. https://doi.org/10.1108/JTF-09-2022-284
Bansal, S. (2025). The power of storytelling in regenerative tourism. Retrieved February 20, 2025, from https://www.linkedin.com/pulse/power-storytelling-regenerative-tourism-sachn-bansal-xw4gc/
Basheer, S., Walia, S., Mehraj, D., Farooq, S., & Reshi, M. A. (2024). Exploring the intersection of tourism, artificial intelligence and travel: The rise of the metaverse and its implications. In A. Alnoor, G. E. Bayram, C. XinYing, & S. H. A. Shah (Eds.), The role of artificial intelligence in regenerative tourism and green destinations (pp. 71–83). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83753-746-420241005
Becken, S. (2019). Decarbonising tourism: Mission impossible? Tourism Recreation Research, 44(4), 419–433. https://doi.org/10.1080/02508281.2019.1598042
Becken, S., & Carmignani, F. (2016). Does tourism lead to peace? Annals of Tourism Research, 61, 63–79. https://doi.org/10.1016/j.annals.2016.09.002
Bellato, L., & Pollock, A. (2023). Regenerative tourism: A state-of-the-art review. Tourism Geographies, 1–10. https://doi.org/10.1080/14616688.2023.2294366
Bellato, L., Frantzeskaki, N., & Nygaard, C. A. (2023). Regenerative tourism: A conceptual framework leveraging theory and practice. Tourism Geographies, 25(4), 1026–1046. https://doi.org/10.1080/14616688.2022.2044376
Bhatt, S., & Dani, R. (2024). Social media and community engagement: Empowering local voices in regenerative tourism. In Examining tourist behaviors and community involvement in destination rejuvenation (pp. 113–122). IGI Global. https://doi.org/10.4018/979-8-3693-6819-0.ch009
Boluk, K. A., & Panse, G. (2022). Recognising the regenerative impacts of Canadian women tourism social entrepreneurs through a feminist ethic of care lens. Journal of Tourism Futures, 8(3), 352–366. https://doi.org/10.1108/JTF-11-2021-0253
Cheer, J. M. (2020). Human flourishing, tourism transformation and COVID-19: A conceptual touchstone. Tourism Geographies, 22(3), 514–524. https://doi.org/10.1080/14616688.2020.1765016
Choi, I., & Lim, E. (2008). The place marketing using storytelling: An exploratory research. Journal of Tourism Sciences, 32(4), 411–429.
Choi, S. S. (2016). A study on effect of tourism storytelling of tourism destination brand value and tourist behavioral intentions. Indian Journal of Science and Technology, 9(46). https://doi.org/10.17485/ijst/2016/v9i46/107387
Chronis, A. (2012). Tourists as story-builders: Narrative construction at a heritage museum. Journal of Travel & Tourism Marketing, 29(5), 444–459. https://doi.org/10.1080/10548408.2012.691395
Chuang, L. Z., Chen, C. L., Kung, C. W., & Shih, Y. C. (2020). A nuisance at sea: Decoding tourists’ comfort on whale watching vessels. Ocean & Coastal Management, 184, 104915. https://doi.org/10.1016/j.ocecoaman.2019.104915
Davies, K., Thatcher, C., Haven-Tang, C., Packer, R. A., & Thomas, A. T. (2024). “Story-mapping” within a local festival environment: A method to encourage regenerative tourism. Event Management, 28(4), 531–547. https://doi.org/10.3727/152599524X17046754077361
Denning, S. (2005). The leader’s guide to storytelling: Mastering the art and discipline of business narrative. John Wiley & Sons.
Duxbury, N., Bakas, F. E., Vinagre de Castro, T., & Silva, S. (2020). Creative tourism development models towards sustainable and regenerative tourism. Sustainability, 13(1), 2. https://doi.org/10.3390/su13010002
Dwyer, L. (2018). Saluting while the ship sinks: The necessity for tourism paradigm change. Journal of Sustainable Tourism, 26(1), 29–48. https://doi.org/10.1080/09669582.2017.1308372
Goodwin, H. (2016). Managing tourism in Barcelona. Progress in Responsible Tourism, 5(1), 28–48.
Gretzel, U., Koo, C., Sigala, M., & Xiang, Z. (2020). Smart tourism transformation: Contexts, conceptualization, and future research directions. Journal of Travel Research, 59(8), 1432–1442. https://doi.org/10.1177/0047287519879103
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-
Grimwood, B. S., Yudina, O., Muldoon, M., & Qiu, J. (2015). Responsibility in tourism: A discursive analysis. Annals of Tourism Research, 50, 22–38. https://doi.org/10.1016/j.annals.2014.10.006
Han, D. I., Jung, T., & Gibson, A. (2014). Dublin AR: Implementing augmented reality in tourism. In Information and communication technologies in tourism 2014 (pp. 511–523). Springer. https://doi.org/10.1007/978-3-319-03973-2_37
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based perspective (2nd ed.). Guilford Press.
Higgins-Desbiolles, F., Blanchard, L. A., & Urbain, Y. (2022). Peace through tourism: Critical reflections. Journal of Sustainable Tourism, 30(2–3), 335–351. https://doi.org/10.1080/09669582.2021.1952420
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research. Strategic Management Journal, 20(2), 195–204.
Inversini, A., Saul, L., Balet, S., & Schegg, R. (2024). The rise of regenerative hospitality. Journal of Tourism Futures, 10(1), 6–20. https://doi.org/10.1108/JTF-04-2023-0107
Korez-Vide, R. (2017). Storytelling in sustainable tourism management. Journal of Advanced Management Science, 5(5). https://doi.org/10.18178/JOAMS.5.5.380-386
Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts. International Journal of Hospitality Management, 90, 102595. https://doi.org/10.1016/j.ijhm.2020.102595
Lupton, K., & Samy, C. (2022). Restoring the balance between humanity and nature. Journal of Tourism Futures, 8(3), 367–374. https://doi.org/10.1108/JTF-01-2022-0035
Månsson, M., Buchmann, A., Cassinger, C., & Eskilsson, L. (2020). The Routledge companion to media and tourism. Routledge. https://doi.org/10.4324/9781315179780
Milano, C., Novelli, M., & Cheer, J. M. (2019). Overtourism and tourismphobia. Tourism Planning & Development, 16(4), 353–357. https://doi.org/10.1080/21568316.2019.1599604
Ministère du Tourisme du Québec. (2025). Sustainable tourism. Gouvernement du Québec. https://www.quebec.ca/en/tourism
Moscardo, G. (2017). Stories as a tourist experience design tool. https://doi.org/10.1007/978-3-319-42773-7_7
Patoucha, A., & Gareiou, Z. (2024). The role of artificial intelligence in environmental sustainability. E3S Web of Conferences, 585, 11011. https://doi.org/10.1051/e3sconf/202458511011
Pollock, A. (2012). Conscious travel: Signposts towards a new model for tourism. London: Tourism Concern.
Pollock, A. (2019). Flourishing beyond sustainability: Regenerative tourism in a time of change. Retrieved from https://www.regenerativetravel.com
Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists' emotional experiences. Journal of Destination Marketing & Management, 2(2), 118–127. https://doi.org/10.1016/j.jdmm.2013.05.001
Reisinger, Y. (2013). Transformational tourism: Tourist perspectives. CABI. https://doi.org/10.1079/9781780642093.0000
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427–451. https://doi.org/10.1177/1470593107083165
Sheldon, P. J. (2020). Designing tourism experiences for inner transformation. Annals of Tourism Research, 83, 102935. https://doi.org/10.1016/j.annals.2020.102935
Suárez-Rojas, C., Hernández, M. M. G., & León, C. J. (2023). Sustainability in whale-watching. Tourism Management Perspectives, 47, 101120. https://doi.org/10.1016/j.tmp.2023.101120
Weaver, D., Tang, C., Lawton, L., & Liu, Y. (2021). Cultivating the Chinese market. Tourism Geographies, 23(3), 552–572. https://doi.org/10.1080/14616688.2019.1623300
Zaman, U., Aktan, M., Agrusa, J., & Khwaja, M. G. (2023). Linking regenerative travel and residents’ support. Journal of Travel Research, 62(4), 782–801. https://doi.org/10.1177/00472875221098934
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
License
Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing
This work is licensed under a Creative Commons Attribution 4.0 International License.
Permission is granted subject to the terms of the License under which the work was published. Permission will be required if your reuse is not covered by the terms of the License.
How to Cite
Chaieb, S. (2025). Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction. Journal of Rural Tourism , 3(1), 88-101. https://doi.org/10.70310/jrt.2026.030106107
Downloads
Download data is not yet available.
