Gamification and Customers Experience in the Hospitality Industry
Worimegbe , P.M., Worimegbe, T.M., Abiola-Oke, E. (2020). Gamification and Customers Experience in the Hospitality Industry. Journal of Tourism and Services, 21(11), 71-87. doi:10.29036/jots.v11i21.165
Keywords:Gamification, Loyalty Programmes, Advertising and Promotion, Customers’ Experience, Hospitality
The application of gaming techniques and its measurement have engendered many discussions. Premised on the gamification dimensions of loyalty programs, advertising, and promotions, and creating or developing new services, this study examines the effect of the dimensions of gamification on the elements of customers' experience in the Hospitality industry. Utilising the survey research design and two-stage sampling technique, 700 customers of hotels and restaurants were sampled in the Nigerian Hospitality sector. The multivariate analysis was used in data analysis. The results reveal that gamification significantly affects customers' experience. The findings showed that creating new services is the most significant measure of gamification affecting customers' experience. The study also established that loyalty programmes, advertising, and promotion, and creating new services as dimensions of gamification are drivers of customers' experience. Firms in the service sector should pay attention to the issue of gamification in order to create a better customer experience, which could sustain competitiveness in the long-run. The study recommends that gamification strategies should be utilized in the hospitality industry. Emphases should be placed on making sure the customers' have peace of mind while patronizing the hospitality and tourism industry. The study contributes to the literature on the utilization of gamification in the Hospitality industry. The study analyzed the interaction between gamified services and customers' experience by utilizing each element of gamification separately.
Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:
- University College of Business in Prague, Czech Republic
- University of Entrepreneurship and Law, Prague, Czech Republic
- School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
- Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
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