The term escapism tends to be used in game research without providing any extensive definition of what it means or acknowledging its composite nature. In this paper, the authors question the possible conceptualizations of escapism and the extent to which gamers identify with them. Beginning with a theoretical deconstruction of escapism, the authors developed a framework that they applied in an empirical study with three focus groups. Respondents in these groups completed a survey and participated in a group discussion. The resulting data allowed the identification of eight different discourses of escapism in the context of playing multiplayer computer games. In addition, the study showed that citing escapism as a reason for playing games elicits debate and emotional responses. Given the existence of multiple interpretations and connotations, this paper concludes that escapism is problematic for use in surveys, interviews, and other research techniques.
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Augmented reality (AR) mobile app advertising offers new opportunities for interactiveconsumer engagement to boost advertising effectiveness and elicit positive consumerresponses. In this study, we investigate the role of escapism by analyzing itsantecedents and consequences. We aim to shed light on how AR mobile app adver-tising can be used to enhance escapism experiences by considering two psychologicalmechanisms of mental imagery: narrative transportation (in response to ad storytelling)and spatial immersion. The consequences of escapism experiences include positivesocial media sharing, purchase intentions through brand attitudes, and new brandengagement via AR mobile app advertising. Prior brand preference does not affect therelationship between escapism and consumer responses after exposure to immersiveAR advertising. Our findings have meaningful implications for how industrypractitioners can enhance escapism in the context of AR mobile app advertising.
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Virtual Reality (VR) experience escapes allow individuals to spend hours on end in immersive virtual environments and interact with content in a world that is providing shelter and illusion of an alternative reality – the metaverse. Discussions on possible risks have largely remained limited to usability challenges, while only a few studies reflect on social, psychological and physical implications this immersive technology exposes and the considerations consumers and businesses need to take. This paper critically reviews literature on escapism to discuss issues in the design and employment of virtual reality consumer experience escapes. Key issues relating to VR experience escapes and resulting effects on consumer health and well-being are discussed, emphasizing needed consumer-centered research and design. Future considerations include (1) Self-indulgent escapism through VR consumer experiences, (2) Ethical considerations in the design of VR consumer experience escapes, and (3) Purposeful design of VR consumer experiences escapes. A sequential research agenda is presented that integrates antecedents of VR experience escapes that connect to three main future research streams; designing purpose-driven VR consumer experience escapes, complementing methodologies for VR consumer experience research, and meaningful VR consumer experience escapes.
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The aim of this study was to understand the motives for using the Internet, and its associations with users' attitudes, social values, and relational involvement. Also, this study attempted to crossculturally compare the difference in the pattern of motives and the associations among three countries ' the US, the Netherlands, and S. Korea. The design of methods was based on examination and revision of uses and gratification approach toward Internet users. Findings from factor analysis revealed that information seeking and Self-Improvement were the dominant and common reasons for using the Internet across three countries. The differences in the composition of motives in each country were also reported. Strong correlations across countries were found between all the motives and satisfaction of the Internet. Expectation and positive evaluation of the Internet were also important attitudes associated with Internet use motives. Postmaterialist value showed strong association with motives of information seeking and Self-Improvement. Community involvement was significantly associated with Internet use motives in Korean users.
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Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences
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The idea of events being opposed to everyday life is widely reflected in events literature. Events are generally characterized as being ‘out of the ordinary’. This paper explores the creation and performance of the extraordinary, as well as the spills over of the extraordinary into everyday life. Using ethnographic methods, such as participant observation and interviews, the social practices of the fantasy event ‘Elfia’ were studied. The results show how the participants, both in everyday life and during the event, actively create and maintain the extraordinary via meanings, materials and competences. But instead of being completely out of the ordinary, the event provides a temporary re-arrangement of status and social order. This paper challenges the dominant narrative about events as extraordinary spaces of freedom and escapism. Instead, the extraordinary turns out to be interwoven with everyday life.
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This article investigates the transformative impacts of regular nature-based adventure activity engagement and its long-lasting effects on eudaimonic well-being (EWB), specifically mental health. Although extant research highlights a wide range of well-being and mental health benefits from participation in such pursuits, less is known about experienced outdoor adventure enthusiasts for whom adventure is a fundamental and transformational part of their lives. The study builds on an existing conceptual framework that synthesizes pertinent research concepts on nature-based activity engagement and subjective well-being benefits. It presents key findings from 40 semi-structured in-depth online interviews with respondents from the UK, Germany, and Serbia. Interview data were collated and analyzed using a thematic framework approach. The findings highlight the importance of outdoor adventure activity engagement for respondents’ mental and physical health and long-term well-being. Regular activity participation can be transformational in reducing feelings of ill-being and enhancing EWB. It can improve self-efficacy and identity development and promote the fulfilment of psychological needs, facilitated by key transformational catalyzers. Continually entering a liminal state, experiencing emotions, and overcoming challenges and risks during engagement are crucial to “successful” long-lasting transformation. Further research should continue to explore adventure’s transformational and EWB benefits to develop long-term data.
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Purpose: This study aimed to determine the motivations of a select group of South Africans in terms of their potential engagement with cultural tourism; more specifically, the study set out to show whether these motivations influence the cultural activities that the tourists want to participate in and whether their interest in specific cultural activities determines their destination choices. Furthermore, the mediating role of activities in the relationship between cultural motivations and destination choice was also assessed. Design/methodology/approach: An online panel survey collected responses from 1,530 potential cultural tourists across South Africa. Hypotheses were tested, using structural equation modelling. Findings: The results show that tourists' motivations for cultural tourism influence their likelihood of participating in specific cultural activities. Cultural tourism is shown to be influenced by more than learning and includes entertainment, relaxation, novelty and escape dimensions. There also seems to be a difference in the activities engaged in by destination type. For example, tourists likely to take part in indigenous cultural tourism activities are more likely to do so at hedonic destinations. Practical implications: This paper contributes to the understanding of cultural tourism activities, aiding destinations in attracting cultural tourists. Destinations need to develop activities that match visitor motivations, increase satisfaction and encourage visitors to return. Originality/value: The paper increases the understanding of cultural tourism in South Africa and underlines the importance of communities in providing distinctive tourism activities. The study also has an important social dimension, highlighting the role of social status in cultural tourism consumption and destination selection.
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