Abstract

Gamification has been used extensively to examine consumers' behavioral intentions. The existing empirical studies discussing the effectiveness of gamification and hotel guests' behavioral intentions are still in scarcity. The purpose of this study is to investigate the impact of achievements on hotel guests' energy-saving behavioral intentions and revisiting intentions. The theory of planned behavior (TPB) was used to understand hotel guests' decision-making process and test the impact of achievements on three TPB indicators (attitudes towards a behavior, subjective norms, and perceived behavioral control). This study further examined the effects of three TPB indicators on consumers' intentions to use gamification, intentions to save energy, and intentions to revisit a hotel. A total of 437 questionnaires were collected for data analysis through an online self-administrative survey on Amazon M-Turk. Exploratory Factor Analysis (EFA) was used to determine the achievements' measurements. A series of regression analyses were employed to test the impacts of achievements on behavioral intentions. The results of the EFA identified two key dimensions of achievements (i.e., achievement motivation and achievement difficulty). The results of a series of regression analyses indicated that achievements had a significant and positive impact on attitudes towards using achievement-based energy-saving gamification (ABESG) and subjective norms. However, achievements had a significant but partially positive impact on perceived behavioral control. Three TPB indicators had a significant and positive impact on intentions to use ABESG. Intentions to use ABESG had a significant and positive impact on energy-saving intentions and revisiting intentions. The findings of this study verified the effectiveness of achievements on intentions to use gamification, intentions to save energy, and intentions to revisit a hotel. The theoretical implications of this study are its contribution to two core areas. The first core area is the empirical study of achievements on behavioral intentions. The second core area is the extension of TPB under the gamification studies to hotel guests' intentions to save energy and intentions to revisit a hotel. The managerial implications of this study indicate the importance of achievements' design to motivate consumers' energy-saving behavioral intentions, leading to sustainability and marketing strategies in hotel sectors.

Notes

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Graduation Date

2021

Semester

Fall

Advisor

Kang, Juhee

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Department

Hospitality Services

Degree Program

Hospitality and Tourism Management

Format

application/pdf

Identifier

CFE0008915; DP0026194

Language

English

Release Date

December 2024

Length of Campus-only Access

3 years

Access Status

Masters Thesis (Campus-only Access)

Location

Rosen College of Hospitality Management

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