The Leveraging Open World Games to Influence Tourism Engagement and Destination Image

The integration of digital entertainment with tourism marketing has garnered increasing attention as a method to enhance consumer engagement and destination promotion. This study investigates the role of open-world video games in influencing players’ perceptions of tourism destinations and their intention to visit these locations. Specifically, the research explores how gaming experiences, destination image, and word-of-mouth (WOM) contribute to travel intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzes survey data from 357 respondents who play role-playing and action-adventure open-world games. The findings reveal that gaming experience significantly shapes players’ destination image, which in turn enhances their intention to visit these destinations. Moreover, WOM communication was found to moderate the relationship between destination image and visit intention, emphasizing the role of social influences in shaping travel behavior. This research contributes to the growing body of knowledge on the intersection of digital media and tourism, offering new insights into how immersive gaming environments can serve as interactive platforms for promoting real-world destinations. The study highlights the potential for tourism marketers and game developers to collaborate in creating virtual representations of destinations that encourage travel interest, especially among digitally engaged audiences. Ultimately, this work underscores the importance of leveraging gamified experiences as an innovative tool in destination marketing strategies.