Creating ‘meaningful’ tourism experiences through digital affordances and gamification: enhancing urban brand identity

This study examines the evolution of cultural tourism in urban China, driven by cities' unique geographical and historical attributes. It focuses on ‘meaningful’ tourism – a modern approach that meets the complex needs of travellers seeking enriching experiences. Employing theories of affordance and affordance actualisation, we analyse how meaningful, gamification, and digital affordances enhance tourists' self-satisfaction and self-enhancement. These affordances contribute to behaviours like electronic word-of-mouth (e-WOM) and cultural consumption, which shape urban brand identities. Our findings suggest that integrating technological innovations with traditional cultural practices revitalises tourism, making it more engaging for contemporary visitors. The study offers insights for urban planners and tourism professionals, advocating for a balanced fusion of heritage and innovation to sustain the vibrancy of urban tourism landscapes.