Unlocking the power of gamification: Alleviating reward-sensitivity in promotional interactions

• Published in: International journal of hospitality management Vol. 119; p. 103717
• Main Authors: Lee, Wangoo, Lu, Lu, (Robert) Li, Xiang
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.05.2024
• Subjects: Gamification; Loyalty program; Loyalty status; Preferential treatment; Reward size; Scope-insensitivity theory; Scope-insensitivity theory; Loyalty program; Reward size; Preferential treatment; Loyalty status; Gamification

This research introduces a gamification-induced reward-desensitization effect observed in hotel loyalty promotions. Guided by scope-insensitivity theory and the dual-process model of value evaluation, it specifically examines whether integrating gamification into loyalty programs can mitigate custom...