Unveiling the dynamics of user engagement: exploring factors shaping user intentions and return behavior in hotel gamified mobile applications

The surge in mobile technologies has prompted extensive research, driven by the widespread adoption of mobile devices and advancements in related technologies. Within the hospitality industry, mobile applications have fundamentally altered consumer behavior, highlighting the insufficiency of merely establishing a mobile presence for increased engagement. In contrast, the gaming industry has effectively explored factors influencing usage, achieving both engagement and profitability. The evolution of mobile gaming applications suggests ample opportunity for the proliferation of gamified applications. Utilizing quantitative data from 763 mobile users with hotel visitation experience, using CFA the study identifies six factors (i.e., perceived ease of use, perceived enjoyment, interactivity), that collectively play a crucial role in influencing users' decisions not only to initially adopt but also to revisit and sustain their interaction with hotel gamified mobile apps. The research enriches theoretical understanding of mobile use behavior in the hospitality sector, offering valuable insights for hotel marketers to optimize the design and promotion of gamified mobile applications, thereby shaping users' return behavior.