The Influence of Inducing Factors of “Black Myth Wukong” on Psychological Process and Tourism Behavior, Shanxi Province

Jiaqi Guo¹ Daranee Pimchangthong^2*

Abstract

The purposes of this study were to explore the factors in the online game Black Myth: Wukong that influence players’ psychological processes and their behavior when visiting real-world sceneries in Shanxi province, and to recommend strategies to promote the tourist attractions of Shanxi province. The research framework is based on the Stimulus–Organism–Response (SOR) Theory, Narrative Transportation Theory, and Consumer Behavior Theory. The convenience sampling method was used to collect data online from 388 Black Myth: Wukong game players who intended to travel to or had already traveled to tourist attractions in Shanxi province related to the game’s scenery. Data were analyzed using descriptive statistical methods, including frequency, percentage, mean, and standard deviation. The inferential statistical method used was multiple linear regression at the 0.05 significance level. The results showed that most respondents were male, aged 26-35, employed as government/public institution staff, and had a monthly income of 5,001-8,000 yuan. The results showed that the game’s background had the most significant influence on psychological processes. The players’ cognition and the audiovisual language of Black Myth: Wukong had the greatest influence on actual behavior to visit the game’s scenery in Shanxi province. The research recommends strategies for promoting the tourist attractions of Shanxi province, such as placing high-quality visual narrative content in games that includes local culture.