Exploring the Organizational Antecedents of Gamification Adoption in the Tourism and Hospitality Sectors: Innovation Culture as a Moderator | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Volume 29, Issue 1, December 2025, Pages 114-135 PDF (1.31 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2025.414001.1704 | ||
| Authors | ||
| Raghda Mohamed Badr El-Deen* 1; samar nabil khalaf2 | ||
| 1Faculty of Tourism and Hotels, Fayoum university | ||
| 2hotel studies,faculty of tourism and hotels,fayoum university,fayoum | ||
| Abstract | ||
| This study investigates the role of perceived usefulness, ease of implementation, organizational readiness, and perceived strategic value in gamification adoption in the tourism and hospitality sectors in Egypt. In addition, it explores if innovation culture moderates these relationships. The study addresses the limited understanding of how innovation culture influences the adoption of gamification in organizations. While these factors have been linked to gamification adoption, the moderating effect of innovation culture remains underexplored practically. The findings provide insights into how an innovation culture can strengthen or weaken the impact of these factors. Hence, a conceptual model was developed and tested using Partial Least Squares Structural Equation Modeling (PLS-SEM 4) to analyze the proposed model. A pilot study was conducted to test the units of measurement instruments and refine the model before the main data collection. The data was collected by questionnaire from a sample of managers who work in 4-star and 5-star hotels, as well as travel agencies category A in Egypt. All direct effect of the main four factors influence significantly gamification adoption. Regarding to the moderation effects, the role of innovation culture was partially confirmed. Accordingly, the effect of ease of implementation on gamification adoption is significant and independent from the innovation culture level. Theoretically, the study explains how innovation culture can strengthen or weaken the effects of factors influencing gamification adoption. Practically, it offers guidance for organizations on creating a supportive culture to successfully implement gamification. | ||
| Keywords | ||
| Perceived usefulness and implementation; Organizational readiness; Perceived strategic value; Gamification adoption; and Innovation culture | ||
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