From Virtual Journeys to Real Travels: Exploring the Impact of Chinese-Themed Digital Games on International Players' Tourism Intentions

This study examines the potential of Chinese-themed digital games as innovative tools for destination marketing and cultural promotion, focusing on their ability to influence international players' tourism intentions toward China. Using "Black Myth: Wukong", a popular Chinese action RPG, as a case study, this study investigates how the game shapes players' perceptions and motivates travel interest. Through analysis of 4,046 user reviews on Steam, this study address: (1) How international players perceive Chinese cultural elements in the game; (2) Which game features most effectively stimulate interest in Chinese culture and tourism; and (3) How the game fosters cultural curiosity and inspires intentions to visit China. Multi-method approach provides insights into these dynamics, contributing to understanding how digital games can serve as marketing tools in promoting tourism destinations. The results offer practical implications for leveraging digital media for tourism promotion.