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http://dx.doi.org/10.7583/JKGS.2021.21.2.89

Research on tourism intention of esports event spectators based on value-attitude-behavior hierarchy: Focused on Chinese spectators  

Zhang, Xinyue (Dept. of Culture, Tourism & Content, Kyung Hee University)
yoo, Changsok (Dept. of Culture, Tourism & Content, Kyung Hee University)
Publication Information
Journal of Korea Game Society / v.21, no.2, 2021 , pp. 89-98 More about this Journal
Abstract
This study investigated the link between esports spectators and their tourism intention using value-attitude-behaviour hierachy(VAB) and co-branding. We've conducted a survey on Chinese who had a direct spectator experience on esports. Using a total of 311 samples, this study found that the link between the attitude of esports shows a positive effect on the tourism intention of the venue. Also, esports attributes have a positive relationship with the attitude of the venue.
Keywords
esports; VAB Hierarchy; Tourism; co-branding;
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