Abstract (150 Words)
Destination management organizations (DMOs) have used different formats of travel information to create a positive destination image and attract potential tourists. Text-based travel information is the most common format while question-based and gamified versions have become popular in the recent 10 years. Integrating questions or applying gamification is believed to enhance people’s flow experience and result in positive outcomes. However, no known research has empirically investigated the different effects of text-based, question-based, and gamified information in the tourism context. Through an experimental design, this research found that gamified information compared to text-based or question-based significantly enhances people’s flow experience and in turn increases their destination image change, willingness to search for more information, and visit intention. The findings give insights into the effects of different formats of information presentation and have implications for how DMOs could use gamified information to promote destinations and attract potential tourists.
Why Is Gamified Travel Information More Effective? An Experimental Investigation
Destination management organizations (DMOs) have used different formats of travel information to create a positive destination image and attract potential tourists. Text-based travel information is the most common format while question-based and gamified versions have become popular in the recent 10 years. Integrating questions or applying gamification is believed to enhance people’s flow experience and result in positive outcomes. However, no known research has empirically investigated the different effects of text-based, question-based, and gamified information in the tourism context. Through an experimental design, this research found that gamified information compared to text-based or question-based significantly enhances people’s flow experience and in turn increases their destination image change, willingness to search for more information, and visit intention. The findings give insights into the effects of different formats of information presentation and have implications for how DMOs could use gamified information to promote destinations and attract potential tourists.