This study examined the public opinions of esports at the 2023 Asian Games and value co-creation during the event using an LLM-enhanced BERTopic modeling analysis. We identified five major themes representing public perceptions, as well as how major stakeholders co-created value within and beyond the esports ecosystem. Key findings highlighted the strategic use of social media marketing to influence public opinion and promote esports events and brands, emphasizing the importance of event logistics and infrastructure. Additionally, the study revealed the co-creation value contributed by stakeholders outside the traditional esports ecosystem, particularly in promoting national representation and performance. Our findings supported the ongoing efforts to legitimize esports as a sport, noting that mainstream recognition remains a challenge. The inclusion of esports as a medal event showcased broader acceptance and helped mitigate negative public perceptions. Moreover, contributions from non-traditional stakeholders underscored the value of cross-subcultural collaborations in esports.

翻译：本研究采用基于大语言模型增强的BERTopic建模分析方法，探讨了2023年亚运会期间公众对电子竞技的舆论态度及赛事过程中的价值共创现象。我们识别出代表公众认知的五大主题，并揭示了主要利益相关方如何在电竞生态系统内外协同创造价值。关键发现强调了社交媒体营销在引导舆论、推广电竞赛事与品牌方面的策略性运用，同时凸显了赛事运营与基础设施的重要性。此外，研究还发现了传统电竞生态圈之外的利益相关方所贡献的价值共创，特别是在提升国家代表性与竞技表现方面。本研究结果为推动电子竞技作为体育项目的合法化进程提供了依据，同时指出主流社会认可仍是当前面临的挑战。电子竞技纳入奖牌项目展现了更广泛的社会接纳度，有助于缓解公众的负面认知。而非传统利益相关方的参与，进一步凸显了跨亚文化合作在电竞领域的价值。