دانلود مقاله تأثیر قصد پذیرش گیمیفیکیشن بر آگاهی از برند و وفاداری در گردشگری
کیده
کلید واژه ها
1. مقدمه
2. مرور مطالعات پیشین و توسعه فرضیه ها
2.1. گیمیفیکیشن و گردشگری
2.2. مفهوم سازی گیمیفیکیشن
2.3. انتظار عملکرد و قصد پذیرش گیمیفیکیشن
2.4. انتظار تلاش و پذیرش گیمیفیکیشن
2.5. امید به تلاش و امید به عملکرد
2.6. نفوذ اجتماعی و پذیرش گیمیفیکیشن
2.7. تسهیل شرایط و پذیرش گیمیفیکیشن
2.8. پذیرش گیمیفیکیشن و تعامل با مشتری
2.9. تعامل با مشتری و آگاهی از برند
2.10. تعامل با مشتری و وفاداری به برند
2.11. آگاهی از برند و وفاداری به برند
2.12. نقش واسطه ای تعامل با مشتری
3. چارچوب تحقیق
4. روش تحقیق
4.1. معیارها
4.2. طراحی نمونه و جمع آوری داده ها
4.3. روش تجزیه و تحلیل
5. یافته های تحقیق
5.1. مشخصات پاسخ دهندگان
5.2. مدل اندازه گیری
5.3. مدل ساختاری
6. بحث در مورد یافته ها
7. مفاهیم تحقیق
7.1. مفاهیم نظری
7.2. مفاهیم عملی
8. محدودیت ها و جهت گیری های تحقیقاتی آتی
بیانیه نویسنده
منابع
Highlights
Abstract
Keywords
1. Introduction
2. Literature review and hypotheses development
2.1. Gamification and tourism
2.2. Conceptualizing gamification
2.3. Performance expectancy and gamification's adoption intention
2.4. Effort expectancy and gamification adoption
2.5. Effort expectancy and performance expectancy
2.6. Social influence and gamification's adoption
2.7. Facilitating conditions and gamification's adoption
2.8. Gamification's adoption and customer engagement
2.9. Customer engagement and brand awareness
2.10. Customer engagement and brand loyalty
2.11. Brand awareness and brand loyalty
2.12. The mediating role of customer engagement
3. Research framework
4. Research methods
4.1. Measures
4.2. Sampling design and data collection
4.3. Analysis method
5. Research findings
5.1. Respondents’ profile
5.2. Measurement model
5.3. Structural model
6. Discussion of findings
7. Research implications
7.1. Theoretical implications
7.2. Practical implications
8. Limitations and future research directions
Author statement
References
چکیده
گیمیفیکیشن توسط سازمان‌های گردشگری برای اهداف بازاریابی برای تقویت تعامل مشتری و دستیابی به آگاهی و وفاداری از برند استفاده شده است. مطالعه حاضر با استفاده از نظریه یکپارچه پذیرش و استفاده از فناوری، با هدف بررسی سوابق و پیامدهای قصد پذیرش گیمیفیکیشن توسط سازمان‌های توریستی، و بررسی اثر میانجی‌گری تعامل با مشتری است. روش کمی با استفاده از پیمایش برای جمع آوری داده ها از نمونه تصادفی از مدیران مربوطه در آژانس های مسافرتی استفاده شد. با استفاده از مدل‌سازی معادلات ساختاری برای تجزیه و تحلیل داده‌ها، یافته‌ها نشان داد که سازمان‌های گردشگری قصد مثبتی برای اتخاذ گیمیفیکیشن برای افزایش تعامل مشتری و دستیابی به آگاهی و وفاداری به نام تجاری مقاصد گردشگری دارند. مفاهیم، محدودیت ها و تحقیقات آتی نیز مورد توجه قرار می گیرد.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Gamification has been used by tourism organisations for marketing purposes to reinforce customer engagement and to achieve brand awareness and loyalty. The current study, using the Unified Theory of Acceptance and Use of Technology, aims to investigate the antecedents and consequences of gamification’s adoption intention by tourist organisations, and to examine the mediation effect of customer engagement. A quantitative method was employed using a survey to collect data from a random sample of relevant managers in travel agencies. Using structural equation modelling for data analysis, the findings revealed that tourism organisations have positive intentions to adopt gamification to increase customer engagement and to achieve tourist destinations’ brand awareness and loyalty. Implications, limitations, and future research are also addressed.
Introduction
Gamification entails using games with specific aim in mind, typically engaging users and influencing their behaviour (Deterding, Dixon, Khaled, & Nacke, 2011; Xi & Hamari, 2019). It is identified as a promising tool for tourism marketing through which customers are engaged to promote tourism destinations. While enjoyed, tourists use serious games to find out information about the places of visit and to achieve memorable experience (Buhalis et al., 2019; Bartoli, Elmi, Bartoli, & Smorti, 2018; Bulencer & Egger, 2015; Xu, Buhalis, & Weber, 2017). Furthermore, gamification has crucial potential benefits for destinations’ brand awareness and loyalty (Xu et al., 2017). Liu, Wang, Huang, and Tang (2019) and Buhalis et al. (2019) stated that gamification is a useful technology for tourism sector to reinforce tourist relationships’ development, human resources management, and sustainable community support for tourism. Buhalis (2019) has attributed gamification as one of the technologies that will help increase customer satisfaction and engagement in the future.
Limitations and future research directions
The present research has some limitations to be addressed by scholars in future research. First, the target sample of this paper included category ‘A’ travel agents in Egypt. Therefore, future studies could examine the adoption intention of gamification’s applications in other Egyptian tourism organisations (e.g. tourist villages; tourist resorts; hotels; and/or another category of travel agents) to better understand the factors related to gamification’s adoption within these enterprises. Additionally, this study investigated gamification’s adoption intention from the perspective of concerned managers in travels agencies category A (i.e. supply side). Thus, further research can examine the gamification’s adoption from tourists’ perspective both quantitatively and qualitatively. This can help in providing clear outlines regarding the relationship between gamification’s adoption and tourists’ engagement and loyalty. Next, the current research used an online survey to collect data from target respondents in Egypt. Hence, it is recommended to conduct this research in another developing country and/or employ a comparative study between two countries with different cultures. A multi-group analysis, depending on a socio-demographic feature (e.g. gender, education level, type of firm, region, etc) is also recommended for further research. Moreover, this article assessed the mediation impact of customer engagement between gamification’s adoption intention and brand loyalty and awareness. Future studies are, therefore, recommended to evaluate the moderation impact of some constructs associated with customers’ attitudes, intention, and behaviour, along with new technology usage (e.g. privacy concerns, perceived security; perceived risks, eWOM, etc). Additionally, corporate image and/or corporate reputation could be examined, as mediators within the study framework in further research.
H1. Gamification’s performance expectancy is positively affecting tourism organisations’ (i.e. travel agencies) intention to adopt gamification websites/ applications
H2. Gamification’s effort expectancy is positively affecting tourism organisations’ (i.e. travel agencies) intention to adopt gamification websites/ applications
H3. Gamification’s effort expectancy has a positive influence on gamification’s performance expectancy.
H4. Social influence is significantly influencing tourism organisations’ (i.e. travel agencies) intention to adopt gamification websites/ applications
H5. Facilitating conditions are significantly influencing tourism organisations’ (i.e. travel agencies) intention to adopt gamification websites/ applications
H6. Gamification’s adoption intention by tourism organisations (i.e. travel agencies) has a significant positive impact on customer engagement with destinations.
H7. Customer engagement has a significant positive influence on tourist destination’s brand awareness.
H8. Customer engagement has a significant positive impact on tourism destination’s brand loyalty.
H9. Tourist brand awareness is significantly affecting tourist destination’s brand loyalty.
H10. Customer engagement mediates the relationship between gamification’s adoption intention and tourist brand’s awareness and loyalty.