The role of gamification in enhancing consumer engagement at expositions through self-determination theory

Purpose This study aims to investigate the role of gamification in enhancing user engagement and behavioral intentions in tourism expositions. By integrating self-determination theory (SDT) with gamification concepts, the research seeks to understand how intrinsic motivations – such as competence, relatedness and autonomy – along with extrinsic factors like knowledge gain and social support, influence participants’ intentions to purchase tourism products and engage in word-of-mouth (WOM) communication. Design/methodology/approach This study uses a quantitative research design, utilizing data collected from participants at various tourism expositions in Taiwan. A combination of exploratory and confirmatory factor analyses was used to validate the measurement scales. This study analyzed the moderating effects of knowledge gain, social support and prior travel experiences on these relationships. Findings The results confirm that intrinsic motivations of competence, relatedness and autonomy significantly enhance the gamified experience, positively influencing purchase intentions and WOM intentions. This study also reveals that knowledge gain and social support further strengthen the effectiveness of gamification in stimulating self-determination needs. Moreover, a favorable gamified experience can improve the perception of tourism expos, increasing tourists’ likelihood to purchase and recommend products. Originality/value This research contributes to the limited literature on gamification in tourism by demonstrating its effectiveness in enhancing consumer engagement and behavior. The study provides a novel perspective by integrating SDT with gamification strategies and highlighting the critical role of knowledge gain and social support as crucial elements in gamification design. The findings offer practical insights for tourism expo organizers and related enterprises, suggesting that well-designed gamified experiences can significantly enhance tourism marketing efforts’ immediate and long-term success.