Immersive media narratives shaping Generation Z working holiday intentions

Abstract

This study explores the psychological processes through which narrative-based media content, specifically a reality show depicting working holiday experiences, influences the behavioural intentions of Generation Z. Drawing on narrative transportation theory and a multidimensional model of audience involvement, the study tests a conceptual framework using structural equation modelling based on survey data from 431 Generation Z viewers. Findings reveal that well-structured narratives enhance transportation, which in turn increases emotional engagement and personal reflection. These two forms of involvement significantly influence intentions to pursue working holiday experiences. However, narrative transportation alone does not directly influence intention, nor does behavioural engagement with the content. The findings refine theoretical perspectives on narrative persuasion and highlight the persuasive power of identity-relevant, emotionally resonant media. Practical implications suggest that tourism marketers and policy agencies can promote working holiday opportunities more effectively through immersive storytelling that aligns with Generation Z values and aspirations.