Vliv videohry Kingdom Come: Deliverance II na image a turistickou atraktivitu destinace Kutná Hora

This master thesis examines the impact of the video game Kingdom Come: Deliverance II on the image and tourist attractiveness of the destination Kutná Hora from the perspective of Czech players. The main objective of the thesis is to determine how and through which variables the video game experience shapes the perception of a real destination and the subsequent decision to visit it. The research is based on the assumption that the gaming experience influences the image of the destination, which is subsequently reflected in the intention to visit, with perceived authenticity and realism of the game environment acting as key mediating factors. The empirical part combines a quantitative questionnaire survey (N = 1,399) and a qualitative semi-structured interview with Ms. Romana Veverková, an employee of the Tourist Information Centre of the city of Kutná Hora, providing additional insights into the segment of game-motivated tourists and the potential use of video games in destination marketing. The data were analysed using logistic regression analyses, multiple linear regression analysis, Spearman´s correlation analysis and content analysis. The results indicate that the most significant game-related aspects influencing both the decision to visit and the perceived attractiveness of the destination are the historical experience, the dynamics of the game world, and emotional attachment. A more positive perception of the real destination is statistically significantly associated with completing the game narrative, while playtime did not show statistical significance. The decision to visit is influenced primarily by the visual and spatial realism and experiential authenticity of the game environment. In contrast, the historical accuracy of the game does not show statistical significance. The thesis contributes to a better understanding of the role of video games in destination marketing and offers practical recommendations for more effective use of their potential in tourism.