Master of Science in Hotel Administration
William F. Harrah College of Hospitality
First Committee Member
Number of Pages
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.
gamification, customer engagement, customer loyalty, hotel loyalty program
Gaming and Casino Operations Management | Hospitality Administration and Management
University of Nevada, Las Vegas
He, Xiaoting, "Utilizing Gamification to Enhance Customer Engagement and Loytalty in the Hospitality Industry" (2021). UNLV Theses, Dissertations, Professional Papers, and Capstones. 4334.
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