Exploratory study on the perceptions of event gamification on positive behavioral outcomes

Purpose: The value of the events industry is increasing worldwide. An essential component for successful events is creating a unique experience by offering gamification. A conceptual model is proposed, exploring pre-event game communication and its effect on attendees' value perceptions, willingness to participate, word of mouth intentions and emotional commitment during gameplay at conference events. Design/methodology/approach: Analysis of variance and structural equation modeling were employed to test the model using data collected from 177 attendees recruited from hospitality and tourism association network listservs and online research company. Findings: Results reveal that perceptions of event gamification increase word of mouth intentions, willingness to participate and emotional commitment. Practical implications: The study contributes to the knowledge of conference events with recommendations for incorporation of game elements for meeting planners to enhance attendee behaviors at the event. Originality/value: This study is among the first to examine positive behavioral outcomes of using games at conference events.