1 + 1 > 2 : The combined impact of immersive technologies and gamification on the sustainability of users’ sports event tourism behaviours

Purpose The purpose of this study is to explore the potential of game mechanics based on immersive technologies (GMBITs), with a focus on the Asian Games Flame, for enhancing tourism’s attractiveness and cultural heritage preservation and promoting the sustainable development of sports event tourism. Design/methodology/approach The authors used an embedded research method to explore the influence of the Asian Games Flame GMBITs on users’ sustainable event tourism behaviours. Findings The autonomy support, reward and connection affordances of the GMBITs enhanced users’ perceived experiences, promoting active and sustainable tourism behaviours, while destination familiarity moderated their gaming and tourism experiences. Originality/value The research pioneeringly revealed the phenomenon of widespread public participation in large-scale sports events driven by technological integration. This finding offers a novel perspective on the innovative integration of emerging technologies into the tourism sector and provides new ideas and models for the sustainable development of sports events and inclusive participation in large-scale event tourism.