The current study aims to identify the direct influence of gamification features performed by hotels& travel agencies on customer/traveler repurchase intention and intrinsic motivations. Indirect connections are also observed by highlighting the mediating role of customer engagement. A quantified survey was employed to gather data from a sample of pertinent hotel guests (n = 330) and tourists/travelers of travel agencies (n = 311), with a total of 641 valid responses. Structural equation modeling (PLS-SEM) was used for data examination. The study findings have revealed that adopting gamification has positively affected repurchase intention, customer engagement, and intrinsic motivations. In addition, customer engagement has partially mediated the relationship between gamification; repurchase intention, and intrinsic motivations. Moreover, intrinsic motivations acted as a consequence of repurchase intention. The findings led to various theoretical and managerial implications for scholars, policymakers, trip planners, hoteliers, and travel marketers. 

Influences of Gamification on Repurchase Intention and Intrinsic Motivations in Egyptian Hotels and Travel Agencies: The Mediating Role of Customer Engagement

Abstract In this exploratory research, a gamification approach for crowdsourcing fake account detection in social networks has been proposed and evaluated for the first time. Gamification usually tries to satisfy the users’ psychological needs. However, motivation could also be based on human physiological needs. Among these needs are health, shelter, and clothes. In the gamification world, we can translate them into monetary or cash rewards. We have investigated the effects of both these rewards on users’ motivations in participating and detecting fake accounts by conducting two in-the-wild exploratory experiments and two surveys. The experimental results showed that users prefer physiological rewards over psychological rewards, and an increase in the reward (0.75 euro in this study) resulted in a 365% increase in user participation and a 28.88% decrease in number of accurate reports in the first experiment. Similarly, in the second experiment, we observed that higher monetary rewards resulted in higher user acquisition and higher user engagement, but the quality of the reports was 10% lower than the low monetary rewards. This indicates that physiological rewards can potentially make users over-motivated or, in other words, overgamified. To tackle this problem, we proposed a gamification approach that benefits from both psychological and physiological rewards and gradually increases them. The evaluation results showed a 15% increase in the quality of the reports, a 26% increase in interaction time using the proposed method, and a 19% increase in user acquisition to lower monetary rewards. It also showed a 57% increase in commitment to participating in the survey compared with other groups. Both survey results show that around 40% of the users prefer to receive between 0.50 and 1 euro for their services. Also, women showed more quality responses and commitment in completing the participation than men. HIGHLIGHTS A gamification approach was proposed to motivate the users to join and participate in fake account detection activities on social media. High physiological rewards increase user acquisition and engagement but decrease the quality of the user reports. Psychological rewards alone do not successfully motivate users to participate and engage in this activity. The proposed gamification method uses both physiological and psychological rewards and can increase the quality of the report while minimizing the expenses.

Overgamified? An Exploratory Study on Gamification and Crowdsourcing for Fake Accounts Detection in Social Networks

Identifying and Prioritizing Gamification Success Factors in Online Marketing

Advances in digital marketing technologies and the experience and value they provide to consumers have become important factors in market success. Therefore, businesses are focusing much more on the use of innovative technologies such as gamification. Gamification is the use of game design elements and mechanisms in non-game environments to increase the motivation of users to guide their behavior. Gamification elements used in marketing activities have an impact on the attitudes and behaviors of consumers towards brands, products, and services by increasing experience and value for them. Accordingly, this chapter is aimed at evaluating the gamified marketing activities from the perspective of customer value. In this context, the concepts of customer value and gamification are examined, and gamification techniques used in marketing and their effects on consumer value are evaluated. Also, the case study of Starbucks' gamified mobile application is presented from the perspective of customer value. 

Gamification in Marketing

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Gamification in Marketing