In the context of the ongoing digital technology revolution and consumption upgrade, the integration of the electronic sports (esports) industry with the tourism sector has been receiving increasing attention from academics and practitioners. However, existing research lacks a systematic understanding of the dynamic mechanisms governing this integration process.
This study uses qualitative system dynamics to analyze the value creation mechanism of esports-tourism integration, generating system dynamics loop diagrams. These diagrams capture the interactions between key drivers and diverse factors across the micro-individual and macro-systemic levels.
Four thematic loops are identified, leading to these conclusions: (1) Leagues create engaging content through professional operations, attracting audiences and encouraging interaction to enhance brand value, thereby kick-starting the value-creation process. (2) Esports audiences gather on social platforms, engaging in user-generated content (UGC) to co-create value. (3) Local governments collaborate with leagues and clubs on localized projects to attract more local fans. (4) Local tourism enterprises integrate esports events or themes into tourism settings, fostering a positive esports culture and satisfying users’ experience needs.
Based on loop analysis, the study connects the online to offline to online (O2O2O) business model to clarify the mechanism of online–offline dual-track development in esports-tourism integration. The findings provide innovative perspectives for understanding the deep integration of esports and tourism industries, while offering decision-making support for promoting the convergence of the digital economy and the real economy.
