This study examines how thematic storytelling drives tourism brand loyalty through the cognition–emotion–behavior path, with emotional experience as a mediator. An integrated model of "thematic storytelling–emotional experience–tourism brand loyalty" was tested via a survey of 313 tourists in Shoushan Village, Fuzhou. Results indicate that: (1) thematic storytelling significantly enhances emotional experience, with narrative immersion as the core driver; (2) emotional experience, particularly cultural identification, positively affects brand loyalty; and (3) emotional experience partially mediates the storytelling–loyalty relationship, accounting for 31.37% of the total effect. This research integrates narrative theory with brand management theory in the tourism context and offers practical guidance for cultural heritage destinations to strengthen brand competitiveness through storytelling strategies.