Literary Tourism and Immersive Narratives

Immersive narratives are currently regarded as one of the most innovative pillars of contemporary literary tourism. These experiences involve visitors being actively and sensorially immersed in a fictional universe, allowing for an intense experience of the literary content, often mediated by emerging technologies. There is no consensual definition of 'immersive narrative', but several complementary perspectives. As posited by Che and colleagues (2024), immersion can be defined as a phenomenon characterised by an intensified sense of presence within a mediated narrative space. This concept is associated with a multifaceted array of sensory, technological and emotional stimuli. In contrast, Pine and Gilmore (1999) posit that immersion originates from progressive personalisation and participation in the experience, a pivotal component of the so-called 'experience economy'. As stated by Şahin and Güzel (2020), this participation has been demonstrated to be associated with emotional activation and memory. In this text, immersive storytelling is conceptualised as a co-constructed, emotionally engaging and technologically mediated experience that can transform visitors into active participants in the narrative.

In the context of literary tourism, the concept of immersion transcends the conventional notion of merely visiting locations associated with authors or literary works. This approach requires an integrated conception, in which elements such as the creation of narratives, co-creation, digital technologies and sensory activation are synthesised to engender memorable experiences. This paradigm is part of the logic of creative tourism (Richards, 2011), smart tourism (Gretzel et al., 2015) and performative tourism (Chronis, 2012), where the visitor does not passively consume, but instead acts, interprets and transforms the narrative.

The starting point for this experience is storytelling. This approach must be considered as constituting more than a mere mediation technique; it is, in fact, a tool for establishing a connection between the literary text and the lived space. Bruner's (2005) argument posits that narratives function as interpretative mechanisms, thereby organising and endowing the world with meaning. As Wolford (2010) contends that storytelling establishes a link between the past and the present, between the text and the territory. Storytelling has been demonstrated to be an effective means of facilitating emotional connections, reinforcing the identity of specific places and aiding in the retention of personal experiences. Consequently, storytelling can be regarded as an essential component of immersion.

In Portugal, Gonçalves et al. (2018) highlight the potential of storytelling to enhance historic centres and cultural heritage, reinforcing the creation of emotional bonds between visitors and the places they visit. This conceptual model integrates authenticity, emotional involvement and co-creation as fundamental factors for creating meaningful and memorable tourist experiences. Applying the framework to literary tourism enables the narrative function of literature to be expanded, thereby transforming it into a medium for experiential mediation between the visitor and the space. In this manner, storytelling not only fosters the establishment of affective and symbolic connections with the locale but also directly contributes to the memorability of the experience and the differentiation of destinations. As demonstrated by Gonçalves et al. (2018), the use of well-structured narratives has the potential to increase the involvement of participants, reactivate previous memories and promote tourist loyalty. These elements are fundamental to the development of immersive and culturally sustainable proposals.

However, the narrative only becomes truly immersive when it stops being one-sided and invites visitors to participate actively in its construction. This is where co-creation comes in, as a collaborative practice that broadens emotional and symbolic involvement. Instead of offering a closed experience, the visitor can mould, modify and expand the narrative. According to Campos (2024), co-creation promotes genuine involvement, authenticity and identity recognition. Collaborative digital platforms, readers' forums or open-ended experiences are examples of co-creative practices that expand the symbolic value of the tourist experience.

In addition to the narrative and participatory aspect, tourist entertainment plays a central role in the sensory and emotional activation of the visitor. The relationship between animation and literary tourism has become increasingly important, mainly due to its ability to bring the text to life through performance and direct interaction. As shown by Monteiro and Cachola (2022), the valorisation and differentiation of cultural destinations is driven by this element. In the context of literary tourism, animation can take forms such as dramatisations, staged visits or immersive experiences with actors, which transform the urban space into an interpretive stage, deepening the sensory experience.

The integration of narration, participation and staging is further enriched by the advent of emerging technologies, particularly augmented reality (AR) and virtual reality (VR). The utilisation of these tools has been demonstrated to result in a substantial enhancement of the immersive experience. AR facilitates the superimposition of digital components on real physical locations (Sousa et al., 2024), whereas VR engenders the sensation of being transported to entirely fictional environments. These technologies are currently being used in literary projects such as Literatour or Time Machine Europe, which facilitate exploration of narrative spaces in an interactive and personalised manner.

In addition to visual immersion, these technologies offer more sophisticated experiences through artificial intelligence (AI). This feature facilitates the personalisation of experiences in real time, with the basis of such personalisation being behavioural data, preferences or reading history. As Kırtıl and Aşkun (2021) have observed, AI can reproduce human cognitive skills and provide adaptive solutions that offer everyone a unique experience. This enhanced emotional response is a key factor in the increased memorability of the experience. The purpose of these experiences is to ensure that they are remembered. Pine and Gilmore (1999) posit that memorable experiences have a lasting effect on the visitor's memory and help modify future behaviour. As argued by Şahin and Güzel (2020), this retention phenomenon results from a convergence of factors including novelty, symbolic value, emotional involvement and sensory stimulation. In the context of literary tourism, this faculty to stimulate recollection metamorphoses an educational visit into a transformative experience. In this context, creativity emerges as the common thread that intertwines all the elements mentioned. According to Richards (2011), creativity is the innovative articulation of different elements, including literature, territory, technology and emotion, into a coherent and differentiating proposal. Creativity emerges as a crucial element in the transformation of textual heritage into a tourism product, as well as in the transposition of cultural experiences into multisensory narratives.

However, the development of immersive narratives in literary tourism is faced with significant challenges. A significant challenge is identified in promoting digital inclusion and cultural diversity. The utilisation of advanced technologies can potentially exclude specific groups, particularly those with limited familiarity with digital tools (Jung et al., 2021). Furthermore, the question of authenticity and ethics in literary mediation remains contentious. In some instances, technological mediation has been shown to significantly alter the reception of the work, thereby shifting the focus from the original narrative to the spectacularising of the experience (Sharma, 2025; Brulotte & Di Giovine, 2014). This shift in focus raises concerns regarding fidelity to the text and its aesthetic intent. As Tussyadiah and colleagues (2018) have argued, technology should be used as an interpretive tool, not as a narrative substitute. It is therefore vital to ensure that technological immersion is conceptualised as a hermeneutic complement, which can enhance the experience without compromising its cultural and literary foundations (Ryan, 2015).

Evaluating immersive effectiveness is an emerging area of research. Several studies (Tussyadiah et al., 2018; Guttentag, 2010) have sought to identify metrics that make it possible to understand how visitors experience and interpret digital narratives. The articulation between sensorially, presence, participation and emotion is key in these evaluative models.

In a context where tourists seek unique, authentic and emotionally striking experiences, immersive narratives represent a new frontier for literary tourism. The integration of storytelling, co-creation, animation, digital technologies and emotional involvement in these proposals not only enhances literary heritage but also extends its cultural, experiential and educational relevance in the 21st century.

How to cite this entry: Monteiro, A. (2025). Literary tourism and immersive narratives. In R. Baleiro, G. Capecchi & J. Arcos-Pumarola (Eds.), E-Dictionary of Literary Tourism. University for Foreigners of Perugia. https://doi.org/10.34623/zdg2-hn59