Computer games as a new media tool: The impact of players' travel motivation on purchasing behavior

The media has gained a digital dimension in line with the opportunities offered by developing technology and accelerating internet and has transformed into a new media format. Unlike traditional media, new media has eliminated the time and space limitations of users, allowing them to interact, produce content and share this content with others. Among new media tools such as websites, search engines, blogs, podcasts and social media networks, computer games are distinguished by offering users the experience of being a different character in a fun world with different rules. These features of games have not only attracted users from all age groups, but have also aroused interest in many sectors such as education, health, art and defence. When it comes to the tourism sector, it has been observed that internet and social media are the most widely used new media tools. Although its emergence is at least as old as the internet and social media, the use of computer games in the tourism sector has remained quite new and limited. For this reason, computer games that can encourage tourists to visit different destinations and bring their gaming experiences to real life need to be further analysed in the tourism sector. This research aims to determine the potential of real places depicted in computer games to create travel motivations in players and the effect of these motivations on purchasing behaviours. The sample of the research, whose population is quite large, was formed from computer gamers in Turkey by convenience sampling method. In the data collection process, since there is no measurement tool with proven validity and reliability in the field, a new scale suitable for the needs of the research was developed. Expert opinions were used for the scale developed in questionnaire format and the applicability of the scale was evaluated with a pilot test. The questionnaire form, which was accepted as applicable, was sent to computer gamers over the internet and 520 participants returned the questionnaire. The obtained questionnaire forms were analysed through 'Jamovi', an independent and free statistical software. The construct validity of the scales was determined by exploratory factor analysis and then the accuracy and appropriateness of the model were evaluated. Hypotheses related to the model were analysed using regression analysis. As a result of the research, it was determined that the hypotheses were supported. H1 hypothesis revealed that there is a significant relationship between travel motivation and purchase behaviours. Hypothesis H1a showed that impulsive travel motivations influence purchase behaviour. Finally, hypothesis H1b confirmed that attractive travel motivations affect purchase behaviour.