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From pixels to places: Leveraging the meaning transfer mechanism of video games to shape travel intention

Yizhi Liu et al.

Journal of Vacation Marketing2026https://doi.org/10.1177/13567667261431372article
AJG 1ABDC A
Weight
0.50

Abstract

Digital technologies increasingly intertwine gaming and tourism, with video games featuring real-world destinations becoming an important driver of travel intention. However, the psychological mechanisms through which gaming experiences translate into real-world travel intention remain underexplored. Drawing on the meaning transfer model, the purpose of this research is to examine how gaming experiences influence travel intention through virtual attachment and destination image perception. Data were collected using a panel-based purposive sampling approach via Credamo, resulting in 410 valid responses from Chinese gamers who had played video games featuring real-world destinations. Using partial least-squares structural equation modeling (PLS-SEM), the results reveal that immersion, telepresence, and enjoyment significantly enhance virtual attachment. Notably, virtual identity fully mediates the relationship between virtual dependence and travel intention, while destination image perception plays a central role in translating virtual experiences into real-world travel intention. This research contributes to tourism marketing literature by offering new insights into how symbolic meanings embedded in video games influence destination branding and tourist behaviors. The findings offer practical implications for marketers and game developers seeking to transform virtual engagement into physical tourist flows.

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https://doi.org/https://doi.org/10.1177/13567667261431372

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@article{yizhi2026,
  title        = {{From pixels to places: Leveraging the meaning transfer mechanism of video games to shape travel intention}},
  author       = {Yizhi Liu et al.},
  journal      = {Journal of Vacation Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/13567667261431372},
}

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From pixels to places: Leveraging the meaning transfer mechanism of video games to shape travel intention

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.