How gamification influences travel intention: a sequential psychological mechanism of meaningfulness, engagement, and attachment

Abstract

Gamification has become a prominent strategy in destination marketing, yet its ability to generate travel intention remains theoretically ambiguous, often confounded by short-lived novelty effects. Grounded in the Stimulus-Organism-Response (S-O-R) framework and Flow Theory, this study clarifies this mechanism by examining a sequential psychological pathway integrating perceived experiential meaningfulness, emotional engagement, and destination attachment. Data collected from 392 individuals in Vietnam with verified exposure to domestic gamified tourism campaigns were analyzed using partial least squares structural equation modelling (PLS-SEM). The empirical results reveal that gamification design does not exert a significant direct effect on travel intention. Instead, its behavioural influence emerges exclusively through a fully mediated, layered psychological progression: interactive gamification design functions as an interpretive stimulus enhancing experiential meaningfulness (cognitive appraisal), which intensifies emotional engagement (affective flow immersion), subsequently fostering pre-visit destination attachment (relational bonding) to ultimately drive travel plans. This study advances engagement and attachment theories by repositioning gamification from a mechanic-centered tool to a meaning-driven experiential system, proving that cyber-world interactiveness can initiate physical spatial bonding prior to visitation. Geographically and managerially, the findings provide critical strategic insights for destination marketers regarding cognitive depth over mechanical complexity.