Abstract
Purpose This study aims to investigate the effects of gamification features on brand engagement dimensions in online travel agents (OTAs), specifically brand awareness and loyalty. Design/methodology/approach The proposed model is empirically evaluated through an online survey of 406 Indonesian OTA users. Partial least squares structural equation modeling analysis was used to assess the model. Findings The findings reveal that gamification boosts emotional and social brand engagement, while achievement improves cognitive brand engagement. Cognitive brand engagement only affects brand loyalty, excluding brand awareness; however, emotional and social brand engagement substantially impact brand awareness and loyalty. Originality/value This study addresses the gap in the limited empirical studies on gamification in the tourism and hospitality industries, with a particular focus on OTAs.
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