The impact of video games on destination image*

Destination Marketing Organizations use a plethora of media to communicate with potential visitors, including advertisements and product placement in entertainment media. This experimental study compares the impact of playing Far Cry 5, a video game set in Montana, U.S., with printed materials and a movie on destination image and behavioural intentions. Despite their growing appeal and interactive nature, the video game group returned less positive ratings than those in other groups, including the control group. This suggests that tourism marketers should be mindful of the media's intent and use of a destination's imagery, especially when it comes to violent content.