Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model
Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technol...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
SAGE
2024
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| Online Access: | http://hdl.handle.net/20.500.11937/95461 |
| _version_ | 1848766014774312960 |
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| author | Malik, Garima Sharma, Piyush Pradhan, Debasis |
| author_facet | Malik, Garima Sharma, Piyush Pradhan, Debasis |
| author_sort | Malik, Garima |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the individual motivational drivers for adopting gamification in the context of tourism services. We employed a combination of partial least squares—structural equation modeling and fuzzy set qualitative comparative analysis on the data gathered from 680 users of various online travel agencies. Our findings show that individual motivational dimensions of uses and gratifications significantly influence perceived usefulness and ease of use in gamified marketing activities. Our analysis demonstrates five configurations leading to a high level of adoption of gamified marketing activities. This study extends the use of gamification in the tourism industry, offering insights into enhancing customer motivations for adopting and effectively utilizing game mechanics and dynamics in marketing activities. Furthermore, through a novel framework, this study advances the uses and gratification theory at the intersection of gamification research and tourism literature. |
| first_indexed | 2025-11-14T11:44:25Z |
| format | Journal Article |
| id | curtin-20.500.11937-95461 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:44:25Z |
| publishDate | 2024 |
| publisher | SAGE |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-954612024-08-26T03:29:49Z Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model Malik, Garima Sharma, Piyush Pradhan, Debasis Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the individual motivational drivers for adopting gamification in the context of tourism services. We employed a combination of partial least squares—structural equation modeling and fuzzy set qualitative comparative analysis on the data gathered from 680 users of various online travel agencies. Our findings show that individual motivational dimensions of uses and gratifications significantly influence perceived usefulness and ease of use in gamified marketing activities. Our analysis demonstrates five configurations leading to a high level of adoption of gamified marketing activities. This study extends the use of gamification in the tourism industry, offering insights into enhancing customer motivations for adopting and effectively utilizing game mechanics and dynamics in marketing activities. Furthermore, through a novel framework, this study advances the uses and gratification theory at the intersection of gamification research and tourism literature. 2024 Journal Article http://hdl.handle.net/20.500.11937/95461 10.1177/135676672412687 SAGE fulltext |
| spellingShingle | Malik, Garima Sharma, Piyush Pradhan, Debasis Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title | Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title_full | Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title_fullStr | Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title_full_unstemmed | Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title_short | Leveraging gamification for tourism marketing activities: Towards a comprehensive conceptual model |
| title_sort | leveraging gamification for tourism marketing activities: towards a comprehensive conceptual model |
| url | http://hdl.handle.net/20.500.11937/95461 |