Online e-sports event viewers' intention to visit the destination

Abstract

The main aim of this study is to elucidate the impact of hedonic motivations and habits of e-sports viewers on their intention to visit. The second one is to test the mediating role of individuals' attitudes on this stated impact. The data were collected through face-to-face and online between May 26, 2022, and November 15, 2023. At the end of the data collection process, 438 survey forms were obtained. As a result of the conducted analyses, it was found that hedonic motivation and habit variables have a significant and positive impact on attitude and the intention to visit. Moreover, attitudes mediate the relationship between the intention to visit and both hedonic motivation and habit. In the context of the obtained findings suggested to emphasize aspects that bring fun, pleasure, and enjoyment in e-sports activities. Another recommendation is to provide information to e-sports viewers, especially through individual or social media channels, about e-sports events and the destinations where the events are organized in promotional activities.

Keywords

• Hedonic motivation
• Habit
• Attitude
• Intention to visit
• E-sport and tourism
• SOR model

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