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Article
Publication date: 18 March 2020

Viviane Silva Souza, Susana Regina Bacelar de Vasconcelos Marques and Medéia Veríssimo

Ecogamification can make a positive impact on Tourism. With this in mind, the present study aims to examine specific stakeholders – those positioned at the upstream side of…

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Abstract

Purpose

Ecogamification can make a positive impact on Tourism. With this in mind, the present study aims to examine specific stakeholders – those positioned at the upstream side of gamification process – and their perspectives concerning not only the benefits, but also the challenges of (eco)gamification.

Design/methodology/approach

The study follows a qualitative-exploratory approach and bases its results on the analysis of 10 in-depth interviews conducted with buyers and providers from the emerging Portuguese tourism and tech markets.

Findings

Results shed light on key benefits of ecogamification, including its potential to promote “green” behaviour, transmit complex information through entertainment, reward users for good practices, improve engagement and help avoiding overtourism. Simultaneously, there are important challenges to overcome, including the lack of investment, resistance to new technologies, low eco-consciousness of tourists and distraction from issues that matter. Further, findings show that ecogamification takes on different and specific roles for buyers and providers.

Research limitations/implications

The research limitations are mainly related to the sample size.

Practical implications

An effective ecogamification process depends on the integration of the supply and demand sides and, at the same time, on the responsibility of different stakeholders (providers, buyers, players) across the value chain, through a broad logic of B2B2C.

Originality/value

This study contributes towards a better understanding of ecogamification in tourism, through the eyes of buyers and providers and also provides insights regarding the role of these specific stakeholders and the relationship between them.

研究目的

生态游戏化对旅游业有积极影响。本论文探究特定利益相关方--游戏化过程的上游一方—对(生态)游戏化的既得利益以及挑战。

研究设计/方法/途径

本论文采用定性-探索型调研方法, 进行了10次深度访问, 对葡萄牙新兴旅游科技市场的购买方和采购商进行对话。

研究结果

研究结果对生态游戏化的关键利益做了梳理, 包括其对潜在“绿色”行为的倡导, 通过娱乐方式传输复杂信息;奖励用户良好行为, 促进用户参与度, 以及帮助避免过度旅游现象。同时, 研究明确了重要挑战需要克服, 包括资金投入的缺失, 新技术的抵抗, 游客的生态意识低下, 以及生态的衍生问题等。此外, 研究结果表明生态游戏化对买房和卖方的不同特定角色。

研究理论限制/意义

研究理论限制主要集中在样本数量较小。

研究现实意义

有效生态游戏化过程取决于供求双方的整合, 同时, 责任于不同利益相关者(供方、买方、游戏人)在整个价值链上, 通过B2B2C逻辑达成。

研究原创性/价值

本论文深化了对旅游业中生态游戏化的理解, 通过买方和供方的视角, 同时针对这些特定利益相关者的角色以及其之间的关系, 提出独到见解。

关键词

关键词 游戏化、生态游戏化、可持续性、SDGs、旅游业

Details

Journal of Hospitality and Tourism Technology, vol. 11 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 15 August 2023

Rafael Bravo, Sara Catalán and José Miguel Pina

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

Abstract

Purpose

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

Design/methodology/approach

A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.

Findings

Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.

Originality/value

To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.

研究目的

本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。

研究方法

本文进行了2 x 2 x 2实验, 操纵了游戏化游戏化 vs 非游戏化)、奖励水平(高 vs 低)和奖励类型(经济 vs 社交)。通过对315名个体样本收集的数据进行PLS(偏最小二乘)和均值测试进行分析。

研究发现

游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。

研究创新

本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 5
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 26 September 2023

Mahmoud Abou Kamar, Azza Maher, Islam Elbayoumi Salem and Ahmed Mohamed Elbaz

This study used an integrated model that incorporates the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) to empirically investigate how…

Abstract

Purpose

This study used an integrated model that incorporates the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) to empirically investigate how eco-gamification stimulates users' sustainability knowledge and, consequently, their pro-sustainable intentions through the mediating roles of sustainable knowledge and psychological and social norms. Thus, the study aims to examine users'’ experiences with the JouleBug app, which is designed to encourage users to complete at least one daily green task.

Design/methodology/approach

After a trial period of two weeks, a total of 360 participants completed the post-game survey during the research process.

Findings

The findings from the structural equation modeling and data analysis indicated a good fit for the model. The findings demonstrate that usefulness, ease of use and enjoyment of eco-gamification enrich users' sustainability knowledge, which, in turn, strongly influences their pro-sustainable intentions. According to the findings, the three factors of TPB have a significant impact on users' pro-sustainability intentions. Both sustainable knowledge and social cues play mediating roles in such relationships.

Practical implications

This study advocates that eco-gamification can be used as a platform to modify tourists’ pro-sustainability intentions in emerging tourism and technology destinations such as Egypt. Hence, this study offers significant information to tourism planners and other stakeholders on tourists’ behavioural intentions.

Originality/value

This study examined the effectiveness of an integrated model of TAM and TBP in predicting tourists’ intentions to use eco-gamification to improve the sustainability of tourist destinations.

目的

本研究采用结合技术接受模型(TAM)和计划行为理论(TPB)的综合模型, 旨在探究生态游戏化如何提升用户对可持续性的认知, 从而影响他们支持环保行为的意愿。通过研究可持续性知识以及心理和社会规范在其中的中介作用来实现这一目标。因此, 本研究调查了用户使用JouleBug应用程序的体验, 该应用程序旨在鼓励用户每天完成至少一个环保任务。

设计/方法/步骤

在为期两周的试验期后, 共有360名参与者在研究过程中完成了后测问卷调查。

研究结果

通过结构方程模型和数据分析, 研究结果表明模型拟合良好。研究发现, 生态游戏化的实用性、易用性和乐趣能够丰富用户的可持续性知识, 从而强烈影响他们支持可持续性的意愿。研究结果还显示, 计划行为理论(TPB)的三个因素对用户的支持可持续性意愿有显著影响。可持续性知识和社会提示在这些关系中发挥着中介作用。

实际意义

本研究主张, 生态游戏化可以作为一个平台, 用于引导游客在埃及等新兴旅游和科技目的地中支持可持续性的意愿。因此, 该研究为旅游规划者和其他利益相关者提供了有关游客行为意向的重要信息。

创新性/价值

本研究考察了TAM和TPB综合模型在预测游客使用生态游戏化改善旅游目的地可持续性意愿方面的有效性。

Finalidad

Este estudio utilizó un modelo integrado que combina el Modelo de Aceptación Tecnológica (TAM) y la Teoría del Comportamiento Planificado (TPB) para investigar cómo la eco-gamificación aumenta el conocimiento de los usuarios sobre la sostenibilidad y, en consecuencia, sus intenciones para actuar favorablemente en el medio ambiente. Esto se logró analizando cómo el conocimiento sostenible y las normas psicológicas y sociales actuaban como mediadores. Para ello, la investigación examina las experiencias de los usuarios con la aplicación JouleBug, diseñada para fomentar que los usuarios realicen al menos una tarea verde diaria.

Diseño/metodología/enfoque

Tras un período de prueba de dos semanas, un total de 360 participantes completaron la encuesta posterior al juego durante el proceso de investigación.

Resultados

Los resultados del modelo de ecuaciones estructurales y análisis de datos indicaron un buen ajuste del modelo. Los resultaros evidencian que la utilidad, facilidad de uso y disfrute de la eco-gamificación enriquecen el conocimiento de sostenibilidad de los usuarios y, a su vez, influye significativamente en sus intenciones pro-sostenibilidad. Conforme a los resultados, los tres factores de la TPB tienen un impacto significativo en las intenciones pro-sostenibilidad de los usuarios. Tanto el conocimiento sostenible como las señales sociales desempeñan roles mediadores en estas relaciones.

Implicaciones prácticas

Este estudio aboga por el uso de la eco-gamificación como una plataforma para modificar las intenciones pro-sostenibilidad de los turistas en destinos emergentes de turismo y tecnología, como Egipto. Por tanto, esta investigación proporciona información significativa para los planificadores de turismo y otros interesados en las intenciones conductuales de los turistas.

Originalidad/valor

Este estudio examinó la eficacia de un modelo integrado de TAM y TPB para predecir las intenciones de los turistas de utilizar la eco-gamificación para mejorar la sostenibilidad de los destinos turísticos.

Open Access
Article
Publication date: 7 September 2020

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Fernando José de Aires Angelino

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…

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Abstract

Purpose

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.

Design/methodology/approach

A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.

Findings

From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.

Originality/value

There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.

Propósito

En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificación para involucrar a los estudiantes en la educación superior en marketing, se identifican los principales temas de investigación tratados, las lagunas de investigación y se sugiere una agenda futura de investigación.

Diseño/metodología/enfoque

Una revisión de la literatura basada en dos búsquedas en Web of Science (WOS) permitió identificar 115 artículos. La minería de textos se utilizó para realizar un análisis de texto completo de los artículos relacionados con RV y gamificación en la educación superior. Los autores también compararon las características más destacadas de los artículos.

Hallazgos

A partir de este análisis, se encuentran y analizan cinco grandes temas de investigación: metodologías de enseñanza y educación, experiencia y motivación, compromiso de los estudiantes, aplicadas a la RV y la gamificación. Basándose en esto y siguiendo el marco del TCCM, el artículo proporciona una agenda futura de investigación.

Originalidad/valor

No hay una revisión exhaustiva que explore los temas, las teorías, construcciones y métodos utilizados en estudios anteriores relativos a RV y gamificación aplicados a servicios de educación superior basados en todos los artículos publicados en revistas académicas. Esta revisión proporciona una panorámica más detallada y sugiere a los académicos nuevas líneas de trabajo para seguir desarrollando este campo de investigación.

目的

本文的目的是回顾为了提高学生参与高等教育而使用虚拟现实(VR)和游戏化的营销方面的研究,以确定它们的研究主题,研究差距,并以此准备未来的研究议程。

文章设计/方法

本文的文献综述是基于Web of Science的两个搜索词进行的,最终搜索出115篇文章。本文采用文本挖掘方法,对与高等教育中的虚拟现实和游戏化相关的论文进行全文分析。作者还比较了这些文章中呈现的显著特征。

研究结果

从这一调查中,我们发现并分析了五大研究主题,即教学方法与教育、体验与动机、学生参与、虚拟现实应用理论和游戏化。在此基础上,遵循理论概念、特征、方法论框架,为今后的研究提供了方向。

本文独创性/价值

目前,在权威学术期刊上发表的所有文章,都没有对以往关于虚拟现实和游戏化应用于高等教育服务的研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深刻的见解,以帮助学者们为这一研究领域的发展做出贡献。

Open Access
Article
Publication date: 17 March 2023

Lidia Aguiar-Castillo, Shivani Rajendra-Teli and Rafael Perez-Jimenez

This study aims to demonstrate that gamification applied to an environmental behavior can create a habit. For this, it is necessary to determine the connection between traveler…

Abstract

Purpose

This study aims to demonstrate that gamification applied to an environmental behavior can create a habit. For this, it is necessary to determine the connection between traveler satisfaction and the different kinds of stimulus (extrinsic, intrinsic and internalized extrinsic).

Design/methodology/approach

Survey data was gathered from gamers invited to answer a questionnaire after using an app in field experimentation in pilot cities in France, Spain and Portugal designated by the UrbanWaste committee (European Project). All data were studied using path equation modeling in AMOS software to test the study's dimensions and proposed research model.

Findings

This study showed that, although gamification tools may be necessary to generate a habit in the first phase, these tools are superfluous when this habit is internalized.

Originality/value

This study's originality lies in the relationship between traveler satisfaction with gamification and the generation of an environmental practice that also contributes to forming a positive image of the host destination.

研究目的

本研究旨在证明游戏化在环境行为中的应用可促使环保习惯的形成。因此, 了解游客满意度和不同种类刺激 (外在的、内在的和内化的外在的)的关系十分重要。

研究设计/方法/途径

在UrbanWaste委员会(欧洲项目)指定的法国、西班牙和葡萄牙的试点城市进行现场实验后, 研究小组从受邀答题的玩家中收集调查数据。所有数据都使用Amos软件中的路径方程建模进行研究, 以此来测试研究的维度和先前提出的研究模型。

研究发现

本研究表明, 尽管游戏化工具可能在第一阶段是形成环保习惯所必需的, 但当这种习惯被内化时, 这些游戏化工具是多余的。

研究原创性/价值

本研究的独创性在于了解游客游戏化满意度与环保行为产生的关系。这种环保行为同时有助于景区建立正面积极的形象。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 27 January 2023

Sérgio Moro and Stefania Stellacci

Online travel reviews platforms have become innovative information systems due to the incorporation of sophisticated gamification elements such as visually appealing badges. This…

Abstract

Purpose

Online travel reviews platforms have become innovative information systems due to the incorporation of sophisticated gamification elements such as visually appealing badges. This study aims to analyze three features of the review after leveling up a badge: review length (number of words), sentiment scoring and period between two successive reviews (number of days until the next review is written).

Design/methodology/approach

A total of 77,000 online TripAdvisor reviews written by 100 frequent travelers and contributors are analyzed using a data mining approach. A data-based sensitivity analysis is then conducted to provide an understanding of the data mining trained models.

Findings

The results show evidence that badges appealing for self-pride (“badge passport”) and for peer-recognition (“badge helpful”) have significant influence across the lifespan of online review, whereas badges simply awarded by counting the contributions have little effect.

Originality/value

To the best of the authors’ knowledge, this study provides the first analysis of how an experienced traveler is influenced as the badges and points are being awarded. Intrinsic motivational factor to award badges for standard contributions scarcely influence user behavior. Badges need to be designed to reward accomplishments that are not so trivial to be achieved and that do not depend entirely on the user.

研究目的

在线旅游评论平台已成为创新的信息系统, 这也是由于结合了复杂的游戏化元素, 例如具有视觉吸引力的徽章。本研究旨在分析升级徽章后评论的三个特征:评论长度(字数)、情绪评分和两次连续评论之间的时间段(距离撰写下一次评论的天数)。

研究设计/方法/途径

本研究使用数据挖掘方法分析了由 100 位常旅客和贡献者撰写的总共 77,000 条在线 TripAdvisor 评论。然后进行基于数据的敏感性分析 (DSA), 以提供对数据挖掘训练模型的理解。

研究发现

结果表明, 具有自我自豪感(“徽章护照”)和同行认可(“徽章有帮助”)的徽章在在线评论的整个生命周期中具有显着影响, 而仅通过计算贡献来授予徽章几乎没有影响。

研究原创性

本研究首次分析了经验丰富的旅行者在获得徽章和积分时受到的影响。奖励标准贡献徽章的内在动机因素几乎不会影响用户行为。需要设计徽章来奖励那些并非微不足道且不完全取决于用户的成就。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Open Access
Article
Publication date: 10 January 2024

Nikolina Palamidovska-Sterjadovska, Jana Prodanova and Anita Ciunova-Shuleska

Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the…

Abstract

Purpose

Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the customers’ perceptions of utilitarian, hedonic, social and epistemic values as drivers of the overall perceived value and customers’ continuance use of mobile banking (m-banking).

Design/methodology/approach

An online survey was conducted with 252 actual m-banking users, and the partial least squares structural equations modelling was applied to analyse the data.

Findings

The results reveal that ubiquity and gamification positively influence the perceived usefulness and entertainment, that is the utilitarian and hedonic perceived values. Furthermore, users’ self-congruence and innovativeness affect subjective norms and novelty-seeking, representing social and epistemic values. Except for the hedonic value, each value element impacts the overall perceived value, which in turn incites clients’ intention to continue using m-banking services.

Originality/value

By exploring the simultaneous effect of service-related and personal factors (stimuli) on different elements of perceived value (organism), this study contributes to the existing knowledge of consumption reactions (response) in the context of m-banking. The research of the Macedonian m-banking offers a closer insight into Western Balkan mobile commerce.

Objetivo

Integrando la Teoría del Valor de Consumo (TCV) en el marco Estímulo-Organismo-Respuesta (S-O-R), este estudio pretende analizar la influencia de factores externos e internos en las percepciones de valor utilitario, hedónico, social y epistémico de los clientes, como impulsores del valor percibido global y del uso continuado del m-banking por parte de los clientes.

Diseño/metodología/enfoque

Se realizó una encuesta en línea a 252 usuarios reales de banca móvil y se aplicó el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM) para analizar los datos.

Resultados

Los resultados revelan que la ubicuidad y la gamificación influyen positivamente en la utilidad y el entretenimiento percibidos, es decir, en los valores utilitarios y hedónicos percibidos. Además, la autocongruencia y la capacidad de innovación de los usuarios afectan a las normas subjetivas y a la búsqueda de novedades, que representan el valor social y epistémico. A excepción del valor hedónico, cada elemento de valor influye en el valor percibido global, que a su vez incita a los clientes a seguir utilizando los servicios de banca móvil.

Originalidad

Al explorar el efecto simultáneo de factores personales y relacionados con el servicio (estímulos) sobre diferentes elementos del valor percibido (organismo), contribuimos al conocimiento existente sobre las reacciones de consumo (respuesta) en el contexto del m-banking. La investigación del m-banking macedonio ofrece una visión más cercana del comercio móvil de los Balcanes Occidentales.

目的

本研究将消费价值理论(TCV)纳入刺激-组织-反应(S-O-R)框架, 旨在分析外部和内部因素对客户感知功利价值、享乐价值、社会价值和认识价值的影响, 这些因素是客户整体感知价值和持续使用移动银行的驱动因素。

方法

对 252 名实际移动银行用户进行了在线调查, 并采用偏最小二乘法结构方程模型(PLS-SEM)分析数据。

研究结果

结果表明, 普遍性和游戏化对用户的有用性和娱乐性感知, 即功利性和享乐性感知价值有积极影响。此外, 用户的自我一致性和创新性也会影响主观规范和新奇寻求, 这代表了社会价值和认识价值。除享乐价值外, 每个价值要素都会影响整体感知价值, 进而激发客户继续使用移动银行服务的意愿。

独创性

通过探索服务相关因素和个人因素(刺激)对感知价值不同要素(有机体)的同时影响, 我们为现有的有关移动银行背景下消费反应(响应)的知识做出了贡献。通过对马其顿移动银行的研究, 我们可以更深入地了解西巴尔干移动商务。

Open Access
Article
Publication date: 13 January 2023

Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto and Jessica Eva Gloria Tambunan

The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification…

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Abstract

Purpose

The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context.

Design/methodology/approach

Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling.

Findings

The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude.

Practical implications

This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms.

Originality/value

This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method.

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