游戏旅游的动机:诱发因素与作用机制——以《黑神话:悟空》为例  

Motivation for Video Game-Induced Tourism:Inducing Factors and Mechanisms——A Case Study of Black Myth:Wukong

作　　者：李文亮 漆家进 厉新建[3] LI Wenliang;QI Jiajin;LI Xinjian(Poly Culture Group Corporation Limited,Beijing 100010,China;School of Recreational Sports and Tourism,Beijing Sport University,Beijing 100084,China;School of Tourism Sciences,Research Center for Beijing Tourism Development,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]保利文化集团,北京100010 [2]北京体育大学体育休闲与旅游学院,北京100084 [3]北京第二外国语学院旅游科学学院北京旅游发展研究基地,北京100024

出　　处：《燕山大学学报(哲学社会科学版)》2025年第2期60-70,共11页Journal of Yanshan University:Philosophy and Social Science

基　　金：国家社会科学基金重大项目“文旅高质量融合发展研究”(24&ZD213)。

摘　　要：数字技术的发展使得电子游戏中复刻现实场景成为“潮流”,通过电子游戏诱发实地旅游正成为一种新型旅游营销模式。研究选取《黑神话:悟空》作为案例,结合“推-拉”理论和“刺激-有机体-反应”理论,通过深度访谈及文本分析方法,深入探究游戏诱发人们产生旅游动机的因素及作用机制。研究主要从游戏外部(外生性诱发因素)视角和游戏内部(体验性诱发因素)视角展开,最终发现:外生性诱发因素中,游戏外的人们受到集体记忆、精神表征、文化关联与宣传热度的刺激影响,生成了认同、自豪与归属的情感,进而产生文化探求、情怀寄托与从众意愿的行为意愿。体验性诱发因素中,游戏内的玩家获得对实景复刻、完美呈像与文化印记刺激后,生成审美、文化和身份的情感,继而产生镜像审美、文化探秘、情感联结与身份建构的行为意愿。最终,电子游戏作为游戏旅游动机的源头,通过对旅游目的地景观的内外呈现和宣传形成了“拉力”,“拉力”再经过上述两个过程逐步转化为人们心理上的“推力”,“拉力”“推力”两者共同作用诱发了旅游动机,且游戏经验与旅游经验对游戏旅游动机的形成起到了调节作用。The advancement of digital technology has made the replication of real-world scenes in video games a“trend,”and video game-induced tourism is becoming a new form of tourism marketing model.This study selects Black Myth:Wukong as a case,combining the“Push-Pull”theory with the“Stimulus-Organism-Response”theory,and employs in-depth interviews and textual analysis to explore the factors and mechanisms through which video games induce tourism motivations.The research is conducted from two perspectives:external to the game(exogenous inducing factors)and internal to the game(experiential inducing factors).The findings reveal that:Among exogenous inducing factors,individuals outside the game are influenced by collective memory,spiritual representation,cultural associations,and promotional intensity,which generate emotions of identification,pride,and belonging.These emotions in turn lead to behavioral intentions such as cultural exploration,emotional attachment,and conformity.Among experiential inducing factors,players within the game are stimulated by realistic scene replication,perfect imaging,and cultural imprints,which generate emotions related to aesthetics,culture,and identity.These emotions lead to behavioral intentions such as mirror aesthetics,cultural exploration,emotional connection,and identity construction.Ultimately,video games,as the source of video game-induced tourism motivation,create a“pull”through the internal and external representation and promotion of tourist destinations and landscapes.This“pull”is then gradually transformed into a psychological“push”through the aforementioned two processes.The interplay between“pull”and“push”jointly induces tourism motivation,with gaming experience and tourism experience playing a moderating role in the formation of tourism motivation.

关 键 词：电子游戏 游戏旅游 《黑神话:悟空》 旅游动机 

分 类 号：F592[经济管理—旅游管理]