Packaging Stingless Bee Honey Wellness Tourism through Storytelling at Gudem Bee Bintan

Abstract

Wellness tourism has emerged as a form of tourism that emphasizes holistic experiences. At Gudem Bee Bintan, the potential for honey-based wellness tourism can be developed through educational beekeeping activities and direct interaction with the natural environment. However, the concept of wellness tourism is still relatively new for some managers, resulting in experiences that are not yet fully structured. In addition, not all managers are able to deliver storytelling in an engaging and consistent manner, which limits the depth of meaning and added value of the tourism product. This condition indicates the need for structured storytelling narratives as part of packaging wellness tourism products. This study employed a descriptive qualitative approach through observation, in-depth interviews with managers and visitors, and Focus Group Discussions (FGDs) with managers. The analysis focused on the structure of the visitor experience and the integration of narrative elements at each stage of the tour. The findings reveal that storytelling contributes to the formation of experiential satisfaction, which subsequently influences revisit intention. This study produces structured storytelling narratives as a guide for packaging wellness tourism experiences. Future research is recommended to quantitatively examine the influence of storytelling on experiential satisfaction and revisit intention.