Despite the recent global rise of esports and its growing connection with the tourism and hospitality industries, few scholars have focused on this area. This study adopts an experimental approach to explore whether and how the presence of esports elements in hotels influences the consumption intention of Generation Z. The presence (vs. absence) of esports elements in hotels evokes a positive sense of coolness, innovative perception, and patronage intention among Generation Z. Moreover, the results indicate that individuals with high (vs. low) novelty-seeking traits and strong (vs. weak) subjective knowledge are more likely to have positive customer outcomes. These findings contribute to the literature on cross-domain spillover between esports and hospitality and offer practical advice for hotels seeking to attract younger generations while enhancing our understanding of marketing innovation in the hospitality industry.

中文翻译：

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电子竞技可以帮助 Z 世代的酒店营销吗？电子竞技、新奇追求和主观知识的互动


尽管最近电子竞技在全球范围内崛起，并且它与旅游和酒店业的联系日益紧密，但很少有学者关注这一领域。本研究采用实验方法探讨酒店中电竞元素的存在是否以及如何影响 Z 世代的消费意愿。酒店中电竞元素的存在（与不存在）在 Z 世代中唤起了积极的酷感、创新观念和光顾意愿。此外，结果表明，具有高（相对于低）寻求新奇特征和强（相对于弱）主观知识的个体更有可能获得积极的客户结果。这些发现有助于关于电子竞技和酒店之间跨领域溢出的文献，并为寻求吸引年轻一代的酒店提供实用建议，同时增强我们对酒店业营销创新的理解。