The Impact of Eco-gamification on Sustainable Tourist Behaviour: The Mediating Role of Word of Mouth

Abstract

This study aims to measure the impact of eco-gamification on sustainable tourist behaviour. Gamification is considered one of the modern and innovative trends in the field of information technology. An integrative model was developed to explore the impact of eco-gamification on sustainable tourist behaviour, through the mediating role of word of mouth. Using Warp pls 7, data collected from 344 Arab and foreign tourists who visited Egypt were analyzed. The study found that there is a direct relationship between eco-gamification and sustainable tourist behaviour. The results also showed that the word of mouth partially mediated the relationship between eco-gamification and the sustainability of tourist behaviour. Moreover, the study provided a set of recommendations for decision-makers in the tourist destinations and for experts in the technology field to design specific visual environmental games including information about the tourist destinations. They can help in maintaining sustainable development through influencing tourists' behaviour, as well as attracting tourists via using the gamification system. Furthermore, attention should be paid to the users’ word of mouth regarding the environmental games because it has a major role in conveying their positive experience to others, which works to shape sustainable behaviour.

Keywords

• eco-gamification
• sustainability
• tourist behaviour
• word of mouth