Transforming the Tourism Experience with Gamification: The Mediating Effect of Customer Engagement on Loyalty

Raeni Dwi Santy, Bima Perdana Laksono, Fatimah Zahra Afiff

Abstract


This study aims to analyze the impact of gamification on tourist loyalty at Dusun Bambu, with customer engagement as a mediating variable. This research adopts a quantitative approach using descriptive and verification methods. The main issue explored is how gamification influences tourist loyalty, both directly and through customer engagement as a mediating factor. Data collection was conducted by distributing questionnaires to a sample of 100 visitors to Dusun Bambu. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3.0 software. This study utilizes both primary data obtained from questionnaires and secondary data from relevant literature sources. The findings indicate that gamification has a significant impact on tourist loyalty. Moreover, customer engagement is proven to be a mediating variable that strengthens the relationship between gamification and tourist loyalty. Increased customer engagement through gamification elements leads to a more enjoyable experience, ultimately enhancing loyalty to the destination. These findings are expected to provide insights for tourism managers in designing more effective gamification strategies to improve tourist experiences and loyalty. Additionally, this study can serve as a reference for tourists in evaluating their experiences before visiting a destination.

Keywords


Customer Engagement ; Gamification ; Innovative Strategy ; Loyalty ; Tourism

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DOI: https://doi.org/10.17509/jpis.v34i1.84894

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