Gamification and re-attendance at festivals: a sequential mediation model with flow state and memorable festival experience

Purpose This study aims to investigate the mechanisms by which festival gamification influences tourists’ re-attendance intentions through the mediating effect of tourists’ flow state and memorable festival experiences. Design/methodology/approach The 26th Macau Lusofonia Festival (MLF) was held from October 27 to 29, 2023, and convenience sampling was used to collect the questionnaires. A total of 335 valid questionnaires were collected from tourists who participated in festival gamification at the 26th MLF. Findings The research findings indicate that festival gamification influences tourists’ re-attend intention through the sequential mediating effects of flow state and memorable festival experiences. Practical implications To improve future festivals, such as the MLF, organizers should focus on the flow state and memorable festival experiences to enhance tourists' re-attend intention through gamification by designing competitive activities with varying levels of difficulty, feedback mechanisms, and thematic storytelling. In addition, loyalty rewards via apps can encourage re-attend. Originality/value This study innovatively integrates model of gamification within the framework of self-determination theory (SDT) and cognitive appraisal theory (CAT). It empirically tests the sequential mediating effect of the “gamification → flow state → memory → intention” chain, revealing how gamification facilitates the psychological mechanism by which tourists move from cognitive appraisal process and emotional experiences to behavioral outcomes.