Video Game Experiential Marketing in Tourism: Designing for Experiences

Mattia Rainoldi (), Arne Winckel (), Joanne Yu () and Barbara Neuhofer ()
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Mattia Rainoldi: Salzburg University of Applied Sciences
Arne Winckel: Salzburg University of Applied Sciences
Joanne Yu: Modul University Vienna
Barbara Neuhofer: Salzburg University of Applied Sciences

A chapter in Information and Communication Technologies in Tourism 2022, 2022, pp 3-15 from Springer

Abstract: Abstract While film and television have a long tradition in tourism marketing, the potential of video games is overlooked. This study unlocks a novel era of marketing by investigating the interplay between experiential factors and in-game experiences, and how they may contribute to one’s intention to visit in-game destinations. By taking Assassin’s Creed Odyssey as the study context, game world dynamics, level of immersion, level of freedom, connection to characters, and sense of realism are identified as the five pillars that shape gaming experiences. Drawing upon experience design, this study lays the groundwork for emerging marketing opportunities using video games for tourism and contributes to the broader field of media-induced tourism literature.

Keywords: Video game-induced tourism; Experience design; Media-related tourism; Experiential marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-94751-4_1

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DOI: 10.1007/978-3-030-94751-4_1

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