Tourism Gamification and Immersive Experience: A Perspective of Arousal Theory

Author Bios (50 Words for each Author)

Ning Zhang (18238304796@163.com) is a master’s student in the School of Tourism Management at Sun Yat-sen University, China. Ning obtained her bachelor’s degree in Tourism Management at Zhengzhou University. Her research focuses mainly on tourist experience.

Yueyin Zhou (1513933859@qq.com) is an undergraduate student in the School of Tourism Management at Sun Yat-sen University, China. Yueyin’s major is Event Economic and Management. Her research mainly focuses on tourist experience.

Yingsha Zhang, Ph.D. (zhangysh67@mail.sysu.edu.cn), is an associate professor of tourism in the School of Tourism Management at Sun Yat-sen University, China. Yingsha’s research mainly focuses on destination marketing and management, tourist behavior and decision-making, and tourism geography, with special emphasis on theme parks. Yingsha Zhang is the corresponding author.

Junyu Zhou (377598589@qq.com) is an undergraduate student in the School of Tourism Management at Sun Yat-sen University, China. Yueyin’s major is Event Economic and Management. His research mainly focuses on tourist experience.

Abstract (150 Words)

By viewing all tourism as activities with different gamification levels and collecting 1088 valid questionnaires, this study examines the relationship between the tourism gamification index and immersive tourism experience, with travel experience and arousal demand as moderators suggested by the arousal theory. The scale of gamification index was determined first, based on which a scale and a calculation formula for tourism gamification index were then developed. Comparisons were conducted between leisure sports tourism, Han-Chinese-costume photo-shooting tourism, and traditional sightseeing tourism. Findings suggest that overall, immersive tourism experience is positively influenced by tourism gamification index and the square of arousal demand, and negatively affected by travel experience. The influence of tourism gamification index on immersive tourism experience is moderated by arousal demand. These relationships vary significantly between different types of tourism. The tourism gamification index for leisure sports tourism and Han-Chinese-costume photo-shooting tourism is significantly higher than that for sightseeing tourism.

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Tourism Gamification and Immersive Experience: A Perspective of Arousal Theory

By viewing all tourism as activities with different gamification levels and collecting 1088 valid questionnaires, this study examines the relationship between the tourism gamification index and immersive tourism experience, with travel experience and arousal demand as moderators suggested by the arousal theory. The scale of gamification index was determined first, based on which a scale and a calculation formula for tourism gamification index were then developed. Comparisons were conducted between leisure sports tourism, Han-Chinese-costume photo-shooting tourism, and traditional sightseeing tourism. Findings suggest that overall, immersive tourism experience is positively influenced by tourism gamification index and the square of arousal demand, and negatively affected by travel experience. The influence of tourism gamification index on immersive tourism experience is moderated by arousal demand. These relationships vary significantly between different types of tourism. The tourism gamification index for leisure sports tourism and Han-Chinese-costume photo-shooting tourism is significantly higher than that for sightseeing tourism.