Unveiling Structured Visitor Experiences at Esport Event

In recent years, esport events have risen as unique attractions in the tourism landscape, contributing significant revenues to host destinations. However, the discussion about visitors’ experiences at esport events remains limited in tourism literature. Understanding visitor experiences is vital to improving visitor experience and tailoring marketing strategies for tourism industries. This study employed the Theory of Structured Experience (TSE) to examine esport event structured experiences, elements facilitating the structured experiences, and the associated experience outcomes. Data were collected through in-depth, semi-structured interviews with five participants. The results showed that esport event participants had engaging, immersive, and absorbing structured experiences, which resulted in behavioral (e.g., revisit intention), affective (i.e., positive affect), and cognitive (i.e., inspiration) outcomes. The structured experiences were facilitated by both internal and external factors. The findings offered valuable insights for event practitioners in designing impactful experiences.