Online e-sports event viewers' intentions to visit the destination (Region) where the event is held

The main aim of this study is to elucidate the impact of hedonic motivations and habits of e-sports viewers on their intention to visit. Another objective is to test the mediating role of individuals' attitudes on this stated impact. In the context of the scope of the research, hedonic motivation and habit are considered independent variables, attitude is the mediating variable, and the intention to visit is the dependent variable. In terms of purpose and scope, the model of the research has been formulated. While constructing the model of the research, the Stimulus-Organism-Response (SOR) Model and relevant studies in the literature have been utilized. The data of the research were collected through convenience sampling between May 26, 2022, and November 15, 2023. At the end of the data collection process, 438 survey forms were obtained. Data were collected through face-to-face and online contact methods. Prior to the analysis of the data, outlier and multicollinearity analyses were conducted, and analyses were performed with the valid 408 data. As a result of the conducted analyses, it was found that hedonic motivation and habit variables have a significant and positive impact on attitude and the intention to visit. Another finding is that attitude plays a mediating role in the impact of hedonic motivation and habit on the intention to visit. In the context of the obtained findings, it can be suggested to emphasize aspects that bring fun, pleasure, and enjoyment in the context of e-sports activities. Another recommendation is to provide information to e-sports viewers, especially through individual or social media channels, about e-sports events and the destinations where the events are organized in promotional activities.