Abstract
ABSTRACT 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.
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