Mobile Gamification's Impact on Tourism Visit Intention

Abstract

The present study aims to determine how tourism-related mobile games generate tourism visit intention. Drawing upon the technology acceptance model (TAM), the study seeks to find out the context-specific considerations that exert a greater influence on the intention to visit destinations associated with the mobile game. Using a quantitative approach, data from 263 respondents were collected in Malaysia via an online survey. Partial least-squares structural equation modelling was used to perform latent variable analysis. The findings show the significant effects of perceived ease of play and motivation to play on attitude and intention towards visiting the game destination. In particular, motivation to play is found to exert a greater effect on visit intention. Contradictory results about perceived enjoyment and the importance of motivation are also highlighted. This study adds to the literature that calls for the expansion of the TAM to include context-specific considerations to articulate tourism gamification behaviour and the (un)intended effect on tourism visit intention. Specifically, the importance of context to TAM is unveiled through the motivation to play games related to tourism on a mobile phone. In contrast, this study points to the negligible influence of perceived enjoyment of games on intention to visit.