Award Date

12-1-2021

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

William F. Harrah College of Hospitality

First Committee Member

Billy Bai

Number of Pages

42

Abstract

Gamification involves the engagement of game elements and designs in non-game contexts. There is a need to increase the effectiveness of the conventional loyalty program, and implementing gamification has become a popular concept. Gamified hotel loyalty programs differentiate hotels from their rivals by increasing customer engagement and, ultimately, customer loyalty. Despite prior research on the effectiveness and functions of gamification, under what conditions gamification can enhance enagement lacks further investigation. This study draws on the Self-Determination Theory (SDT) to develop a framework linking gamification elements with users' psychological needs, where customer engagement is enhanced when the game elements successfully satisfy the three fundamental psychological needs of competence, autonomy, and relatedness. This paper seeks to provide practical recommendations to support the incorporation and gamification in the hospitality industry, offering insights into the development of engaging and innovative hotel loyalty programs.

Keywords

gamification, customer engagement, customer loyalty, hotel loyalty program

Disciplines

Gaming and Casino Operations Management | Hospitality Administration and Management

File Format

pdf

File Size

488 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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