Purpose This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs). Design/methodology/approach An empirical study was carried out with 346 customers. A model was developed to analyse...

Purpose This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours. Design/methodology/approach A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward...