Macao, as a critical tourist destination at the junction of Chinese and Western civilisations, showcases the opportunity to feature its regional culture via culture-based tourism products, and tourism marketing presents further opportunities for cross-cultural connection. That said, there is significant thematic homogenisation, superficial and uninspired narratives, and a lack of user experience variation and engagement with the cultural products. This study employs the discipline of Narratology and analyses how narrative frameworks can be redesigned in cultural product development. This study proposes an eight constituent dimension framework: Narrative Theme, Plot Narrative, Character/IP Na... More >