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Video Game Experiential Marketing in Tourism: Designing for Experiences

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mattia Rainoldi & Arne Winckel & Joanne Yu & Barbara Neuhofer, 2022. "Video Game Experiential Marketing in Tourism: Designing for Experiences," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 3-15, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_1
    DOI: 10.1007/978-3-030-94751-4_1
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