The impact of video game experiences on destination image and visit intention: exploring the moderating role of character attachment

Purpose The study aims to investigate how video game experiences influence destination image and visit intention (VI), focusing on the moderating role of character attachment (CA). Design/methodology/approach Grounded in the stimulus-organism-response (SOR) framework, this study develops a research model integrating the self-determination theory (SDT) and the principles of the experience economy. A quantitative approach is used, and the proposed model is tested using structural equation modeling to examine the proposed hypotheses. Findings The findings indicate that players’ destination image is shaped by different forms of gaming experiences via both cognitive and affective routes. Among the four experience dimensions, entertainment experience has the strongest impact, while escapist experience exerts the weakest effect. In addition, CA moderates the relationship between destination image and VI, with affective image having a stronger effect on VI than cognitive image. Originality/value Drawing on both the SOR framework and the experience economy perspective, this study explores how various video game experiences (aesthetic, educational, escapist and entertainment) shape destination image and VI. By introducing CA as a moderating factor, connecting affective engagement in gaming with real-world VI. Through empirical validation, this research enriches the literature on game-induced tourism and provides practical implications for destination marketers, game developers and tourism-related policymakers. Moreover, the findings offer empirical support for the applicability of the SOR framework and SDT within the context of game-induced tourism.