Gamification impact on tourists’ pro-sustainability intentions: integration of technology acceptance model (TAM) and the theory of planned behaviour (TPB)

Abstract

Purpose This study used an integrated model that incorporates the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) to empirically investigate how eco-gamification stimulates users' sustainability knowledge and, consequently, their pro-sustainable intentions through the mediating roles of sustainable knowledge and psychological and social norms. Thus, the study aims to examine users'’ experiences with the JouleBug app, which is designed to encourage users to complete at least one daily green task. Design/methodology/approach After a trial period of two weeks, a total of 360 participants completed the post-game survey during the research process. Findings The findings from the structural equation modeling and data analysis indicated a good fit for the model. The findings demonstrate that usefulness, ease of use and enjoyment of eco-gamification enrich users' sustainability knowledge, which, in turn, strongly influences their pro-sustainable intentions. According to the findings, the three factors of TPB have a significant impact on users' pro-sustainability intentions. Both sustainable knowledge and social cues play mediating roles in such relationships. Practical implications This study advocates that eco-gamification can be used as a platform to modify tourists’ pro-sustainability intentions in emerging tourism and technology destinations such as Egypt. Hence, this study offers significant information to tourism planners and other stakeholders on tourists’ behavioural intentions. Originality/value This study examined the effectiveness of an integrated model of TAM and TBP in predicting tourists’ intentions to use eco-gamification to improve the sustainability of tourist destinations.