Could gamification improve visitors' engagement?. Issue 2 (6th November 2019)

• Record Type: Journal Article
• Authors: la Cuadra, Miguel Trigo-De; Vila-Lopez, Natalia; Hernandez-Fernández, Asunción
• Is Part Of: International journal of tourism cities. Volume 6:Issue 2(2020)
• Page Start: 317
• Page End: 334
• Publication Date: 2019-11-06
• Subjects: Experiential marketing -- Gamification -- Marketing -- Emotions; Tourism -- Periodicals; Cities and towns -- Periodicals; Tourism and city planning -- Periodicals; 338.4791091732
• DOI: 10.1108/IJTC-07-2019-0100
• Languages: English
• ISSNs: 2056-5607

Abstract

Abstract : Purpose: The experiences are the basis of the tourist sector and the creation of unique and unforgettable ones allows the differentiation from the competition. The purpose of this paper is to analyze the effects of the experience when visiting a zoo on our emotions and how they influence our (positive and/or negative) behaviors and to investigate whether an innovation (gamification programs) could be used to intensify the relations proposed. Design/methodology/approach: The authors collected the experiences lived by 242 visitors in BIOPARC Valencia (a zoological park). Two subsamples were identified: 166 insatiable tourists who expressed that the gamification would complete their experience, and 76 conventional tourists who indicated that the current experience did not need any kind of improvement. Findings: The results show that some of the proposed relationships are more tenuous among the insatiable visitors, defenders of gamification, which allows the authors to verify the possibilities offered by gamification. Originality/value: First, although the impact of experiential modules on emotions and behaviors has already been investigated, as far as behavioral effects are concerned, the difference between positive behaviors (loyalty) and negative behaviors (complaints and claims) has not been addressed. Second, the relationship between both types of behaviors (positive and negative) in this sector has not been studied to date. Finally, although the literature recognizes the impact of technology and its importance as an instrument of experiential marketing, its empirical exploration remains uninvestigated. Indeed, to date, the willingness of consumers to adopt gamified strategies to improve their tourism experiences has not been investigated.