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The use of gaming approaches and their measurement has sparked numerous debates. Based on the gamification dimensions of marketing strategies, as well as building or developing new services, this study investigates the role of perceived gamification affordance dimensions on customer engagement elements of the Hospitality Industry in KSA. Using a cross-sectional design based on a quantitative approach, data were collected from a sample of 726 five-star hotel customers in the capital, Riyadh. Structural equation modeling (SEM) was applied to verify the research hypotheses. The results indicated that perceived gamification affordance dimensions, i.e., enjoyment, perceived usability, perceived usefulness, and perceived social influence, had a positive effect on customer engagement. Therefore, a set of recommendations has been provided to decision-makers in those hotels, including creating group loyalty programs that provide exclusive awards, badges, and advantages depending on visitor activities and involvement, offering a sense of development and achievement.

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The Role of Perceived Gamification Affordance in Customer Engagement: An Empirical Study on the Hospitality Industry in KSA

  • 章节

  • 发表日期：

    2025年

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  • Tawfeeq Alanazi,
  • Muhammad Turki Alshurideh,
  • Anber Abraheem Shlash Mohammad,
  • Najah Al-shanableh,
  • Mohammad Izzat Alhalalmeh,
  • Aktham Al Sarayreh,
  • Enas Ismail Mohammad Samara,
  • Atallah Fahed Alserhan,
  • Mazen Alzyoud,
  • Sulieman Ibraheem Shelash Al-Hawary

摘要

The use of gaming approaches and their measurement has sparked numerous debates. Based on the gamification dimensions of marketing strategies, as well as building or developing new services, this study investigates the role of perceived gamification affordance dimensions on customer engagement elements of the Hospitality Industry in KSA. Using a cross-sectional design based on a quantitative approach, data were collected from a sample of 726 five-star hotel customers in the capital, Riyadh. Structural equation modeling (SEM) was applied to verify the research hypotheses. The results indicated that perceived gamification affordance dimensions, i.e., enjoyment, perceived usability, perceived usefulness, and perceived social influence, had a positive effect on customer engagement. Therefore, a set of recommendations has been provided to decision-makers in those hotels, including creating group loyalty programs that provide exclusive awards, badges, and advantages depending on visitor activities and involvement, offering a sense of development and achievement.