کیانا دهدشتی

Today, storytelling is one of the important marketing strategies in the hospitality industry, and it plays a valuable role in this field, in such a way that this strategy not only provides a suitable platform for presenting attractive stories in boutique hotels, but also in the formation of unique experiences. attracting and improving the satisfaction of guests and then increasing the trust of customers in the hotel brand has a significant effect, which leads to differentiation from other competitors.

Storytelling in boutique hotels, with its unique nature, has created a unique service and a deep connection with the tangible and intangible environment among the guests, whose review and role in improving the performance of boutique hotels is considered one of the necessities of this sector of the hotel and hospitality industry.

Therefore, in this research, the impact of storytelling on guest experiences in boutique hotels has been investigated using the Pijls guest experience model. The research method of this research is descriptive-survey. The data was collected by presenting a questionnaire to the guests of the boutique hotels of Hana, Nezamieh in Tehran, Sourijan in Kashan and little maydan in Isfahan, and then the data obtained using    software with one-sample t-tests, regression analysis The second variable and the analysis of the routing model based on the proposed assumptions have been investigated.

The results of this research show that storytelling in boutique hotels has a significant impact on the guests' experiences and captures the cognitive and emotional reactions of the guests in such a way that it i  ires the guest to feel special and provides them with a unique experience. In addition, by presenting interesting stories, the boutique hotel environment is transformed into a wonderful atmosphere and the interaction of guests with employees and other guests is improved. At the end, some suggestions are given to improve the storytelling process in boutique hotels.