Managers of art museums and heritage sites seek to adopt an experiential approach, challenging traditional management and marketing approaches. In this context, storytelling emerges as a co-creation tool through which it is intended to engage audiences and encourage memorable visits. Within the framework of the new museology, it is advisable to explore the potential of storytelling in contexts of interpretation and experience design, both in virtual and in-person settings. As this is a new and challenging topic, museums and heritage sites need support in the design and implementation of co-creative activities such as storytelling. Above all, through cross-national comparative studies, this work will bring important contributions to the design of the visitor experience as well as to the advancement of knowledge on the subject.
