ABSTRACT

Innovations are often introduced to inspire people’s motivation and help them develop beneficial behaviour, both individually and collectively, and gamification is currently considered to be one of the most promising in that respect. Whilst technology adoption studies have explored users’ attitudes towards various technologies, scarce knowledge exists on users’ behavioural intention to try new mobile gamified applications, particularly in the context of the hospitality industry. This paper examines users’ motives for using a mobile hotel gamified application, by conducting two qualitative studies using gamers and hotel visitors as target groups. Findings reveal ten important key user motivations that fuel both utilitarian and hedonic behaviours. Conclusion highlights that these motivations are critical to consider for the effectiveness of gamification in bridging the gap and fulfilling its dual role of being both a game and a marketing/customer service tool at the same time.

摘要

通常引入创新来激发人们的积极性并帮助他们发展有益的行为，无论是个人还是集体，而游戏化目前被认为是这方面最有前途的方法之一。虽然技术采用研究探索了用户对各种技术的态度，但关于用户尝试新的移动游戏化应用程序的行为意图的知识却很少，尤其是在酒店业的背景下。本文通过使用游戏玩家和酒店访客作为目标群体进行两项定性研究，检验了用户使用移动酒店游戏化应用程序的动机。调查结果揭示了十个重要的关键用户动机，这些动机同时助长了功利主义和享乐主义行为。