| چکیده انگلیسی مقاله |
Explanation of Gamification Technology in Businesses Development
1.Introduction
Entering the third millennium has increased the complexity of businesses. The use of new technologies has turned the age of communication into the age of trans-communication. Even now, games and game-related technologies have become an important part of everyday life and are expanding rapidly as an emerging media. (Badiei et al., 2021). avel and tourism agencies in most cases sell tourism and travel tour packages with the characteristic of vacation packages, so they need a strong and significant insight in travel marketers and travel planners than pre-factors. Understand customer engagement, increase brand awareness and loyalty, and improve marketing efforts. Therefore, the problem of this research is how to explain the situation and combine the basic structures of tourism marketing and behavior, customer and brand Engagement with the adoption of gamification technology. As stated, gamification is game techniques in setting rules and arrangements of resources and business plans to design behaviors, develop skills or interact with people and to influence people's motivation or participation to solve complex problems, perform specific actions or Entertainment is used. Accordingly, the most important research gap in this research is to use gamification technology in the development of businesses, especially travel agencies, to review concepts such as brand awareness, brand loyalty, customer Engagement in order to motivate tourists to use It is one of the tourist tours in Kermanshah province. The use of gamification elements can motivate tourists, take them out of boring tourism tours and increase their Engagement to tourism tours, and in this way, Tech Summit Inc (2013) can gain a competitive advantage for tourism agencies. It also becomes smooth. With these words and considering the spread of the corona disease in the country over the past few years and the closure of tourist tours during this period of illness, which has caused a decrease in the number of tourists in tourist tours, the concept of gamification can create a new spirit in tourists and the agency Travelers can also take an effective step in this positive direction with the help of gamification technology. Finally, according to the mentioned materials, the purpose of this research is to explain the technology of gamification in business development and especially the rules of gamification technology for companies in foreign and interactive marketing.
2. Methodology
This article the Explanation of Gamification Technology in Businesses Development. Having said that, this research is "descriptive-survey of correlation type" in terms of "applied" purpose and in terms of data collection method. The statistical population was the employees (300 people) of Tourists of Kermanshah province have used travel agencies several times a year, of which 169 people were selected using Cochran's formula in a Stratified coincidence method. The Acceptance of technology questionnaire by Soliman & Abou-Shouk (2016) consists of 14 questions, the gamification questionnaire by Abou-Shouk et al. (2019) with 3 questions, brand awareness questionnaire made by the researcher with 5 questions, loyalty questionnaire to The brand developed by the researcher with 4 questions, and the customer Engagement questionnaire of Samala et al (2019) and Xi & Hamari (2019) including 4 questions, were used as the main data collection tool. The basis of the measurement scale was the five-choice Likert spectrum questions. To confirm the validity, three types of validity, "content, convergent validity and divergent validity" were used, and three criteria (factor loadings, Cronbach's alpha coefficient and composite reliability coefficient) were used to confirm the reliability. To examine this hypothesis, the structural equations modeling with the partial least squares method and have been used. This method is a combination of principal component analysis, which relates indicators to latent variables, and path analysis, which enables the creation of a system of latent variables. The software used in this research is SMART-PLS.
2.Discussion and Results
The results of the hypotheses showed that, the factors of hope for performance, hope for effort, social influence and facilitation of conditions affect the acceptance of gamification technology. Also, customer engagement has a significant effect on brand awareness and brand loyalty and brand awareness has a direct and meaningful effect on brand loyalty. Finally, customer engagement can play a mediating role in the influence of technology adoption on brand awareness and loyalty, as well as in the influence of brand awareness on brand loyalty.
4.Conclusion
The purpose of this research was to Explanation of Gamification Technology in Businesses Development. Despite the designed model, travel agencies can use gamification to increase customer engagement and achieve brand awareness and loyalty in tourism.
Keywords:
Gamification Technology, Brand Awareness, Brand Loyalty, Customer Engagement, Tourism Agencies. |