Perception of young generation on the importance and performance of gamification in tourism

Abstract

Gamification is not a new concept introduced, it has been implemented not only in tourism industry but also in others field including education, business and marketing campaign and health sector. Games and entertainment centres is fun, excitement and experience industry as people are looking to more than just consoles and mobile apps for entertainment. With the fast growing of technology used, gamification seen suddenly boosted and became a trend due to millennial and gen z who seek for adventure and gamified experiences. In fact, the fundamental changes is gaming experiences have been extended into real world, and are potentially available at any place and any time. Thus, with using six principle perspective on motivational mechanisms with gamification, this study aimed to evaluate the perception of young generation on the importance and performance of gamification in tourism. A total of 99 respondents have been selected through purposive sampling technique where most of them are from young generation who born between the early 1980s and 1990s. The findings shows that young generation perceived the perspective of interest traits is the most crucial elements in gamification. This generations highly attracted towards the gamification activities due to indication of clear goals and worth rewards. Therefore, this study contributed knowledge and information to the tourism stakeholders that young generation has high tendency attracted into gamification activities while travelling to a particular destination.