Can gamification marketing enhance the digital destination image of cultural heritage sites? DOI

Wan-Ya Zhang,

Shu-Ning Zhang, Wen-Qi Ruan

et al.

Journal Of Vacation Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: April 21, 2025

Digital technology represents a powerful tool for the market competitiveness of cultural heritage sites. However, destination content marketing research has received limited attention from gamification digital perspective. Concerning tourism advertising effects (AIEDA) model and four-phase interest development, this study investigated impact form (gamification vs. non-gamification) on images in two experiments. Study 1 examined confirmed that (vs. fosters better image. Moreover, awakening perceived attractiveness mediated relationship. 2 further revealed moderating role storyteller image's symbolism. When storyteller's symbolism is low, more conducive to establishing an excellent image; however, storytellers with high do not have significant effects. Our provides theoretical practical implications how practitioners can harness marketing.

Language: Английский

30 Years of contribution and future directions in tourism, hospitality, and events research: A Quo Vadis perspective from the Journal of Hospitality and Tourism Management DOI
Μαριάννα Σιγάλα, Edmund Goh, Xi Yu Leung

et al.

Journal of Hospitality and Tourism Management, Journal Year: 2025, Volume and Issue: 62, P. 258 - 265

Published: Feb. 12, 2025

Language: Английский

Citations

2
Mobile Gamification's Impact on Tourism Visit Intention DOI Creative Commons
Hiram Ting, Jun‐Hwa Cheah, Karen Pei-Sze Tan

et al.

International Journal of Tourism Research, Journal Year: 2025, Volume and Issue: 27(1)

Published: Jan. 1, 2025

ABSTRACT The present study aims to determine how tourism‐related mobile games generate tourism visit intention. Drawing upon the technology acceptance model (TAM), seeks find out context‐specific considerations that exert a greater influence on intention destinations associated with game. Using quantitative approach, data from 263 respondents were collected in Malaysia via an online survey. Partial least‐squares structural equation modelling was used perform latent variable analysis. findings show significant effects of perceived ease play and motivation attitude towards visiting game destination. In particular, is found effect Contradictory results about enjoyment importance are also highlighted. This adds literature calls for expansion TAM include articulate gamification behaviour (un)intended Specifically, context unveiled through related phone. contrast, this points negligible visit.

Language: Английский

Citations

1
Research for environmentally sustainable tourism – All talk, no action? DOI
Sara Dolničar, Danyelle Greene

Journal of Hospitality and Tourism Management, Journal Year: 2024, Volume and Issue: 62, P. 28 - 33

Published: Dec. 18, 2024

Language: Английский

Citations

4
Can gamification marketing enhance the digital destination image of cultural heritage sites? DOI

Wan-Ya Zhang,

Shu-Ning Zhang, Wen-Qi Ruan

et al.

Journal Of Vacation Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: April 21, 2025

Digital technology represents a powerful tool for the market competitiveness of cultural heritage sites. However, destination content marketing research has received limited attention from gamification digital perspective. Concerning tourism advertising effects (AIEDA) model and four-phase interest development, this study investigated impact form (gamification vs. non-gamification) on images in two experiments. Study 1 examined confirmed that (vs. fosters better image. Moreover, awakening perceived attractiveness mediated relationship. 2 further revealed moderating role storyteller image's symbolism. When storyteller's symbolism is low, more conducive to establishing an excellent image; however, storytellers with high do not have significant effects. Our provides theoretical practical implications how practitioners can harness marketing.

Language: Английский

Citations

0