Game on: Exploring the impact of gamified features on travel app continuance intention

Abstract

Despite an increase in the inclusion of gamified features backed by new age technologies in travel mobile applications by firms, there is a scarcity of literature examining their role in elucidating the user's intention to continue using the application. In order to answer this research query, a survey of travel app users is conducted wherein the effect of gamified features on user app engagement and continuance intention is assessed. The data from 287 users of a gamified mobile booking app were collected and analyzed by Structural equation modeling using SPSS AMOS 24. Results found gamified features like rewards, interactivity, aesthetics, and novelty in mobile travel applications have a direct impact on user engagement. Additionally, the relationship between user’s app engagement and continuation intention is partially mediated by travel app satisfaction. In addition, both theoretical and practical implications are offered.