What motivates visitors to participate in a gamified trip? A player typology using Q methodology. (June 2020)

• Record Type: Journal Article
• Authors: Shen, Ye (Sandy); Choi, Hwansuk Chris; Joppe, Marion; Yi, Sunghwan
• Is Part Of: Tourism management. Volume 78(2020)
• Publication Date: 2020-06
• Subjects: Gamification -- Gamified trip -- Motivation -- Player typology -- Q methodology -- Generation X -- Millennials -- Generation Z; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2019.104074
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: Destinations have offered diverse gamified trips in the last 10 years. However, there is a lack of understanding on what motivates visitors to participate in such a trip. As one of the first attempts to examine visitors' motivations for taking a gamified trip, this paper conceptualizes and categorizes gamified trips, explores reasons for liking or disliking them, proposes 34 travel motivations, and categorizes players of these trips into six types, including knowledge collectors, reward seekers, explorers, curiosity seekers, sensation seekers, and flow experiencers. The research sheds light upon this emerging phenomenon and provides implications on how to design appealing gamified trips for different market segments. Additionally, this paper expands the use of Q methodology to travel motivation research. The framework of conducting a Q methodology lays a foundation for future studies. Highlights: Gamified trips can be classified as hunting- and challenge-game trips. Six types of gamified trip players are proposed using Q methodology. They are knowledge collectors, reward seekers, explorers, curiosity seekers, sensation seekers, and flow experiencers. Most Generation Xers and Millennials are knowledge collectors. Generation Zers have relatively diverse interests.