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Pankaj Vishwakarma

Title: Gamification in tourism research: A systematic review, current insights, and
future research avenues

Journal: Journal of Vacation Marketing

Gamification has now become an integral part of tourism research

and practice. However, a structured review of this growing application
of gamification still eludes tourism research. To this end, this research

conducts a hybrid systematic review of the existing literature by combining
a bibliometric and framework-based review. The purpose of the research

is to identify key issues, offer insights into the potential of gamification in
tourism, and suggest areas for future research. This study draws on an

integrative framework of antecedents, decisions, and outcomes (ADO)—
theory, context, and methods (TCM) to carry out this review. This review

synthesizes the extant research on gamification in tourism since its evolution. This review is based on 64 relevant
articles drawn from the Scopus database. The current hybrid systematic review identifies five clusters (i.e., customer

gamification experience, gamification mechanics and design, gamification in tourism, gamification and tourist
attraction, and gamification for sustainable tourism). This research suggests utilization of new, yet relevant theories for

examining the underexplored areas of
gamification in tourism. Furthermore, this

study recommends the employment of
machine learning techniques, EEG, eye-

tracking method, and experimental research
for gaining a nuanced understanding of this

field. We conclude by offering key insights
into future research avenues.

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