The Importance of Gamification in Hotel Reservation Systems: A Qualitative Research on Tourists and Accommodation Businesses

Authors : Abdullah Birtek, Ömer Saraç

Pages : 669-700

View : 100 | Download : 272

Publication Date : 2025-12-29

Article Type : Research Paper

Abstract :The primary purpose of this study is to evaluate the potential of gamification elements to be integrated into online hotel reservation systems to create added value for tourists and accommodation businesses. It also analyzes which gamification components can provide this added value. In this study, two different semi-structured interview forms were utilized. The data collection process was carried out through interviews with a total of 20 participants: 10 tourists who had previously made online hotel reservations and 10 employees working in the reservation departments of accommodation establishments. In these interviews, purposive and snowball sampling were used to select the participants. The data obtained from the participants were analyzed using the MAXQDA program. As a result of the analysis, it is seen that gamification significantly contributes to hospitality businesses in terms of customer acquisition, brand loyalty, and competitive advantage, as well as to tourists in terms of experience enrichment, social interaction, and personal satisfaction. For hospitality businesses, dynamics such as scoring, badge systems, and leveling up increase customer interaction, and marketing strategies can be optimized with data analysis and personalization opportunities. Engaging interfaces, virtual reality experiences, and reward mechanisms make booking enjoyable and meaningful for tourists.
Keywords : Online Otel Rezervasyon Sistemi, Konaklama İşletmeciliği, Oyunlaştırma.

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