Enhancing user engagement and loyalty in online travel agents: a gamification approach

Istiono, Wirawan (2025) Enhancing user engagement and loyalty in online travel agents: a gamification approach. Journal of Hospitality and Tourism Technology, 16 (1). ISSN 1757-9880

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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.

Item Type:	Article
Creators:	Istiono, Wirawan
Contributors:
Keywords:	Gamification, Online travel agencies, Brand engagement, Brand awareness, Brand loyalty
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Engineering & Informatics > Informatics
Date Deposited:	09 Sep 2025 01:55
URI:	https://kc.umn.ac.id/id/eprint/40042

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