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

  • Powel Maxwell Worimegbe Olabisi Onabanjo University
  • Temitope Mariam Worimegbe Department of Accounting, Redeemers University, Osun State, Nigeria
  • Elizabeth Abiola-Oke Department of Tourism Studies, Redeemers University, Osun State, Nigeria
Keywords: Gamification, Loyalty Programmes, Advertising and Promotion, Customers’ Experience, Hospitality

Abstract

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.

Author Biographies

Powel Maxwell Worimegbe, Olabisi Onabanjo University

Powel Maxwell Worimegbe

Worimegbe P. M. is a research scholar at the department of business administration, faculty of administration and management science, Olabisi onabanjo university, ago-iwoye in Nigeria. The author currently has an interest in the areas of operation research, business finance and tourism. The authors have several publications in the fields of interest. He is a member of the organisation of economists and business administrators of Nigeria and a member of the Nigerian Institute of management. He is a certified risk manager.

Temitope Mariam Worimegbe, Department of Accounting, Redeemers University, Osun State, Nigeria

Temitope Mariam Worimegebe Dr.

Worimegbe T. M. is a research scholar at the department of accounting, faculty of administration and management science, Redeemers' University, Ede, Osun state in Nigeria. She has her doctoral degree in environmental accounting.  She has several publications to her credit. She is a member of the institute of chartered accountants of Nigeria and a scholar who has won grants.

Elizabeth Abiola-Oke, Department of Tourism Studies, Redeemers University, Osun State, Nigeria

Elizabeth Abiola-Oke

Abiola-Oke, Elizabeth is a research scholar at the department of tourism studies, faculty of social science, Redeemeers' university, ede, Osun state in Nigeria. She has her research area in tourism and development. She has authored several publications in that field. Currently, her focus is on brand image and tourism.

Published
2020-12-31