Key points are not available for this paper at this time.
Purpose Online games have increasingly demonstrated their capacity to construct virtual tourism environments, which may encourage players to visit real-world destinations. This study aims to examine the relationship between virtual tourism experiences in online games (VTEOG) and Chinese game players’ travel intentions. Design/methodology/approach A conceptual framework was elaborated, drawn on GameFlow theory and the AIDA model. The study collected data through mainstream Chinese social media platforms, targeting Chinese players of the racing game “QQ Speed.” Data analysis was conducted using structural equation modeling with AMOS. Findings The positive relationships between the four VTEOG dimensions (sensory, telepresence, content and interface experiences) and travel intention are partially mediated by destination interest and desire. The moderating roles of gender, visit experience and easter egg experience were not supported. Practical implications In game-based virtual tourism environments, greater attention should be given to sensory stimulation, interactivity, reward mechanisms, the presentation of local culture and interface controllability, as these elements can contribute to richer virtual tourism experiences (VTE) and more effective destination marketing. Originality/value To the best of the authors’ knowledge, this study is among the first to conceptualize VTE through the lens of Game Flow theory. In addition, by integrating GameFlow with the AIDA model, the article develops a new integrative model linking games to tourism behavior.
Su et al. (Mon,) studied this question.