Bravo, Rafael; Catalán, Sara; Pina, José Miguel - In: Journal of Hospitality and Tourism Technology 14 (2023) 5, pp. 925-940
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...
