The service sector including tourism and hospitality have recognized the need for a turn to a customer-centric approach that primarily values tourists’ needs, wants, preferences and requirements as major determinants in travel decisions. Considering that mobile devices are becoming travel buddies and that their use is profoundly influencing traveller’s journey highlights the need of Gamification. As a relatively new phenomenon in the industry, motives encouraging usage behaviour have yet to be researched. Identifying these motives could offer several advantages to hotels by providing relationship marketing, engagement and strengthening customer loyalty. This research tries to fill this gap and enlighten existing gamification research by understanding the motives of users’ continuance intention in adopting technology with gamification characteristics. Visual material based on the current definitions of gamification was prepared to create a hotel gamified application to help participants discuss their preferences.
The hospitality industry faces significant challenges from the acceleration of travelers using mobile technology, especially in the Covid-19 aftermath. Consumer behaviour is changing in the service sector, creating new forms of mobilities and types of tourists. Users are taking advantage of the opportunity to access information easier and faster, anywhere causing new promotional strategies for hospitality businesses. However, it is recognized that the adoption of mobile applications does not guarantee competitive advantage. This research is inspired by the success of mobile games, and the importance of delivering fun. It explores hotel visitors’ meaning of ‘fun’ when using a mobile hotel gamified application. This is to give mobile gamified application developers an indication on the fun elements that would make such a technology engaging with the users. Visual materials were used applying game mechanics and aesthetics in a hotel application helping participants understand how the fun elements are incorporated so they can focus/target on the elements they find more attractive.
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