Game on: unleashing the potential of eSports innovation for predicting guest intentions in hospitality

Purpose Integrating eSports into hotel room services is an area lacking sufficient research. Using the stimulus-organism-response (SOR) framework, this study aims to analyze how eSports experience influences guest behavioral intentions through meaningful engagement and positive emotions. Design/methodology/approach This study used cross-sectional research design and a self-administered questionnaire for data collection. The proposed conceptual model was tested using structural equation modeling and mediation analysis based on 350 valid responses from domestic guests in Hangzhou City, China. Findings The findings reveal that eSports experience directly contributes to guest happiness and indirectly through positive emotions and meaningful engagement. The instant gratification of positive emotions exerts a stronger influence on guest happiness than meaningful engagement. Additionally, happy guests demonstrate a strong willingness to pay and e-advocacy intentions for eSports service in hotel rooms. Practical implications This study offers practical guidance for hoteliers and other themed accommodation providers to capitalize on the growing eSports trend, enhance guest satisfaction and increase future visits. Originality/value This study pioneers the development and testing of a conceptual model linking eSports innovation to emotional consumption, experiential value and future behavioral intentions in hospitality settings.