Izvorni znanstveni članak
https://doi.org/10.37741/t.74.1.3
Game on: Exploring Hedonic Behavior, Social Influence, and Gamification Adoption in Tourism Through TAM
Orhan Uludag
orcid.org/0000-0002-4799-268X
; Hospitality Management and Tourism School, Central Asian University, Tashkent, Uzbekistan
Dokun Oluwajana
; Department of Management Information Systems, School of Applied Sciences, Cyprus International University, North Cyprus, Turkey
Wussanye Vanduhe
; Department of Tourism and Hotel Management, School of Tourism and Hotel Management, Cyprus International University, North Cyprus, Turkey
Erdogan Ekiz
orcid.org/0000-0002-9643-6663
; Hospitality Management and Tourism School, Central Asian University, Tashkent, Uzbekistan
Marko Šostar
orcid.org/0009-0008-7580-7657
; Faculty of Tourism and Rural Development in Pozega, Josip Juraj Strossmayer University of Osijek, Pozega, Croatia
Sažetak
The application of gamification has become a transformative innovation in the tourism industry. This
study explores how gamification influences tourists' attitudes and behavioural intentions, highlighting
its role in driving technology adoption in the tourism sector by integrating the Technology Acceptance
Model (TAM) and examining the determinants of gamification adoption, emphasising hedonic behaviour
and social influence as primary motivators. Data were gathered from 418 respondents using purposive
sampling through a face-to-face, structured survey administered to tourists in Gembu, Nigeria, across
various demographic groups. The TAM served as the theoretical framework, while Covariance-Based
Structural Equation Modelling (CB-SEM) was used to analyse data to evaluate the links among hedonic
behaviour, social impact, and the adoption of gamification technology. The findings indicate that social
influence has a substantial and positive effect on the adoption of gamification and further demonstrate
that hedonic behavior is substantially associated with the utility of use. Attitude towards adoption exerted
the most substantial influence on intention to use. These findings validate the need to integrate external
factors, such as hedonic behaviour and social impact, into the TAM framework to better understand
gamification adoption in tourism. The paper addresses potential research directions and constraints for
future work. Based on the findings, the study authors recommend that tourism managers and destination
marketers integrate social interaction and user enjoyment elements into gamified applications to enhance
tourist engagement and technology adoption.
Ključne riječi
gamification; technology acceptance model; social influence; hedonic behavior; Nigeria
Hrčak ID:
343698
URI
Datum izdavanja:
23.1.2026.
Posjeta: 689 *