Gamification design:toward developing image perception scales for generation Z consumers

Purpose – Drawing from the Personal Construct Theory, this research study analyzes the impact of employing gamified apps on user behavior by investigating the service-related images and individual preferences of Generation Z (GenZ) consumers, as these emerge from gamified applications in a tourism context. Design/methodology/approach – The Repertory Grid Analysis (RGA) elicited the top elements that reflect GenZer perceptions in tourism from empirical studies in the United Kingdom and Greece. Generalized Procrustes Analysis (GPA) was used to investigate the structure of the data for the creation of representative Consensus Biplots of the most important conceptual constructs to advance consumer decision-making modelling via gamification. Findings – As per different gamified app best-practices considered, we extract common perceptual elements (e.g. place informative aspects, exploration, lodgings, food/catering), but also different image components (e.g. virtual/interactive, business vs. commercial traveling, entertainment, heritage/cultural informative aspects) from comparing UK with Greek GenZers’ responses. These extracted attributes are then presented in two dimensional charts, respectively, towards creating tourist perception scales. Research limitations/implications – Notwithstanding the wide availability of gamified apps, research on gamification design in tourism and hospitality is still in the early phase. This study demonstrates the need to identify and optimize the formation of different images among GenZers. It also highlights the advantageous nature of the proposed combination of Procrustes analysis with the RGA.Originality/value – This research is among the first empirical ones towards creating scales for measuring tourist perceptions of GenZers coming from different consumer markets. It responds to scholars’ recent calls for better informing gamification design and improving contemporary consumer experience.<br/

The preferences of participants in small-scale sport events: A conjoint analysis case study from Taiwan

The primary objective of this study was an investigation of participants\u27 preferences for a cycling orientated sport tourism event using conjoint analysis. Respondents in a survey were presented with a range of different event alternatives related to the characteristics of proposed small-scale cycling events to draw out useful conclusions about the ideal scenario of such a sporting event that would be the most attractive and desirable for those who compete. A questionnaire, in two parts, was developed and distributed to 195 bicyclers during an event in Kaohsiung, Taiwan and the data was analysed using SPSS Conjoint at the aggregate level (pooled data). Based on the preferences expressed by the athletes the three most important factors were: "preferred season to organizing the event", "parallel organised trade shows & exhibitions" and "entertainment & awards". The findings of this study provide event coordinators and sport marketers with practical insights into event planning and possibility of development of effective marketing strategies designed to reach and attract more participants to these types of activities. This investigation is unique since is one of the first to use a full design of seven parameters in the conjoint analysis model to comprehensively examine athlete\u27s preferences

The effect of sport tourists\u27 travel style, destination and event choices, and motivation on their involvement in small-scale sports events

© 2018 Cognizant, LLC. This exploratory study investigates whether and in which way motivation and destination, travel, and event selection criteria influence sport tourists\u27 involvement in small-scale events. Thus, a model was developed and tested at a small-scale sport event in Sfendami, Greece. To test the six hypotheses of the proposed model a primary research study was conducted, which received responses from 181 participants. Implementation of the partial least square technique showed that changes in sport tourists\u27 travel style exert a direct and positive effect on involvement, as well as an indirect effect with motivation acting as a mediator; however, perception of destination and events characteristics does not exert a significant influence on participants\u27 involvement. Additionally, the model\u27s ability to predict the motivational aspects of sport tourists\u27 participation was demonstrated. Multidimensional scaling was employed to assist with event service design and improve organizers\u27 capabilities to develop effective promotional strategies

Branding in the New Museum Era

Undoubtedly, museums play a vital role in the economy and tourism constituting of a significant unit of cultural tourism. However, facing either rival competition within the leisure industry or funding cutbacks museums are now adopting for-profit strategies aligned with marketing principles. Today museums have redefined their role and activities to conclude newer and more active experiences and entertainment, shifting to experiential notions of “edutainment” and “artertainment”. This paper extends the current knowledge by drawing on a review of 40 papers. This study presents the fundamental components of brand concept within the museum industry. Precisely, essential elements of branding such as brand equity, brand loyalty, and brand resonance are discussed and set to museum sector. This study makes an important contribution to the field of tourist and cultural marketing by advancing our understanding of museum branding and by proposing both new research topics and valuable managerial implications to museums practitioners and scholars

Linking the dots among destination images, place attachment, and revisit intentions:A study among British and Russian tourists

Limited evidence suggests that the incorporation of both image components (cognitive, affective, and conative) and holistic image is meaningful for predicting tourists' revisit intentions. Extending this line of research, the present study aims to unravel the relative influence that each component of image has directly and indirectly, via holistic image, on revisit intentions. In doing so, we incorporate two national samples (British and Russians) of diverse tourist profile and significantly different levels of visitation frequency to investigate place attachment as a moderator. Evidence from 1362 British and 1164 Russian tourists indicated that all image components have a positive indirect effect on revisit intention via holistic image, while conative has also a direct one. As expected, the image components rank differently for British and Russian tourists. The indirect effects of destination images on revisit intention, except conative, are conditional and, interestingly, most of these are stronger for tourists with low PA

A Report on Museum Branding Literature

Recent social, financial and technological developments have changed dramatically both the NPOs’ and museums’ activities and orientation. Today, museums striving for their viability are urged on marketing and branding orientation. Despite its importance, still museum branding is a neglected research field. This is the first paper to remedy this problem by classifying the recent research by 2016 on museum branding. Drawing on a review of 33 papers this study categorizes the available research relating to the NPOs and museum branding. Therefore, the findings should make a major contribution to research on NPOs and museum/cultural marketing by serving a classification of the recent literature and by recommending both new research venues and profitable managerial recommendations to museums practitioners and scholars

The effect of sport tourists' travel style, destination and event choices, and motivation on their involvement in small-scale sports events

This exploratory study investigates whether and in which way motivation and destination, travel and event selection criteria influence sport tourists ’ involvement in small-scale events. Thus, a model was developed and tested at a small scale sport event in Sfendami, Greece. To test the six hypotheses of the proposed model a primary research study was conducted, which received responses from 181 participants. Implementation of the partial least square technique showed that changes in sport tourists’ travel style exert a direct and positive effect on involvement, as well as an indirect effect with motivation acting as a mediator; however, perception of destination and events characteristics does not exert a significant influence on participants’ involvement. Additionally, the model's ability to predict the motivational aspects of sport tourists’ participation was demonstrated. Multidimensional scaling was employed to assist with event service design and improve organizers’ capabilities to develop effective promotional strategies