A GAMIFICATION FRAMEWORK TO ENHANCE TOURIST DIGITAL ENGAGEMENT

Although gamification is widely used in tourism marketing, research has highlighted negative behavioural changes when consumers are exposed to gamified features. This study proposes a new theoretical framework, integrating affordance, self-determination and structuration theories, to explain the relative effectiveness of different game features on tourism consumer engagement. Using an online survey of 481 Hong Kong residents, the results indicate that hedonic-based, social-based gamification affordances and consumers’ cognitive abilities significantly enhance consumer engagement, whereas reward-based features do not. The research suggests marketers develop effective digital marketing strategies, rather than merely providing rewards and benefits in online tourism activities.