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The Effect of Gamification on Psychological and Behavioral Outcomes: Implications for Cruise Tourism Destinations

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  • Byeong Cheol Lee

    (Department of Tourism and Event Management, Kyonggi University, Seoul 03746, Korea)

Abstract

The purpose of this study is to empirically examine the effect of gamification on tourist psychological outcome and knowledge gain in the context of cultural heritage sites, which are popular cruise tourism destinations. A comprehensive literature review revealed the critical role of gamification in facilitating psychological (enjoyment, flow experience, and loyalty) and behavioral outcomes (knowledge gain) at cultural heritage sites. Using a field experiment, this study employed a gamified app as a manipulation. A total of 342 gamified app users (n = 165) or non-users (n = 177) were selected by stratified random sampling method from among college students majoring in tourism and cruise management in South Korea. After screening the data, a Hayes’ PROCESS modeling technique was mainly utilized to test the proposed hypotheses based on 331 cases. The results showed that gamification had a strong influence on knowledge gain about cultural heritage attractions. On the other hand, gamification had negative effects on enjoyment and flow experience. More importantly, gamification had a negative indirect effect on loyalty toward cultural heritage attractions. These findings imply the usefulness of gamified apps to convey memorable and real-time information and knowledge to users in cultural heritage sites.

Suggested Citation

  • Byeong Cheol Lee, 2019. "The Effect of Gamification on Psychological and Behavioral Outcomes: Implications for Cruise Tourism Destinations," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:11:p:3002-:d:234881
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    References listed on IDEAS

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    1. Johnson, David, 2002. "Environmentally sustainable cruise tourism: a reality check," Marine Policy, Elsevier, vol. 26(4), pages 261-270, July.
    2. Kim, Kyongseok & Ahn, Sun Joo (Grace), 2017. "The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 41-51.
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    5. Adina Letiţia Negruşa & Valentin Toader & Aurelian Sofică & Mihaela Filofteia Tutunea & Rozalia Veronica Rus, 2015. "Exploring Gamification Techniques and Applications for Sustainable Tourism," Sustainability, MDPI, vol. 7(8), pages 1-30, August.
    6. Lidia Aguiar-Castillo & Alberto Clavijo-Rodriguez & Petra De Saa-Perez & Rafael Perez-Jimenez, 2019. "Gamification as An Approach to Promote Tourist Recycling Behavior," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    7. Changsok Yoo & Shinhye Kwon & Hyunsoo Na & Byenghee Chang, 2017. "Factors Affecting the Adoption of Gamified Smart Tourism Applications: An Integrative Approach," Sustainability, MDPI, vol. 9(12), pages 1-21, November.
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    Cited by:

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    2. Bing Mei & Shuxia Yang, 2019. "Nurturing Environmental Education at the Tertiary Education Level in China: Can Mobile Augmented Reality and Gamification Help?," Sustainability, MDPI, vol. 11(16), pages 1-12, August.
    3. Hao Zhang & Jie He & Xiaomeng Shi & Qiong Hong & Jie Bao & Shuqi Xue, 2020. "Technology Characteristics, Stakeholder Pressure, Social Influence, and Green Innovation: Empirical Evidence from Chinese Express Companies," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    4. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    5. Yeohyun Yoon & Kyoung Cheon Cha, 2020. "A Qualitative Review of Cruise Service Quality: Case Studies from Asia," Sustainability, MDPI, vol. 12(19), pages 1-24, September.

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