Analyzing the Effects of Gamification on Pro-environmental Message Acceptance: Exploring the Mediating Role of Perceived Intrusiveness and the Moderating Role of Technology Anxiety

Le résumé fourni par la source

With growing attention to the environmental impact of the tourism and hospitality industry, the need for effective pro-environmental communication strategies has been increasingly emphasized. However, traditional messages may provoke negative emotional responses among recipients, highlighting the necessity of more effective alternative approaches. This study examines whether gamification, an emerging technology-based communication strategy, can serve as an effective means of pro-environmental communication in tourism. Specifically, it investigates whether gamification reduces negative emotions such as perceived intrusiveness, thereby enhancing intervention acceptance, and whether technology anxiety moderates this process. To test these hypotheses, two scenario-based experiments were conducted in the tourism and hospitality context, utilizing data from a total of 350 participants. Study 1, set in the context of promoting sustainable transportation, found that gamified communication significantly reduced perceived intrusiveness compared to traditional messages, thereby increasing intervention acceptance. Study 2, conducted in the context of promoting water conservation, replicated the model and confirmed a moderation effect: the indirect effect of gamification was stronger among individuals with low technology anxiety. From the perspective of the persuasion knowledge model, the findings suggest that gamification can function as a strategic approach to alleviate negative emotions toward pro-environmental persuasion in tourism. Moreover, the results provide practical implications for designing pro-environmental messages in tourism and hospitality, particularly for targeting users with low technology anxiety.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.