Fatores que influenciam a experiência da gamificação na intenção de repatronização entre visitantes que participam de evento de inovação

Abstract

Studies in tourism examine the impact of gamification on destination brand promotion, tourist experience, application in architectural attractions, as well as behavioral and psychological aspects, which address the influence on positive behaviors. Based on this, research on gamification focusing on outcomes in the events segment is still limited. The main objective of this study is to analyze the relationship between gamification—through the narrative component—flow, positive emotions, memorability, and repatronage intention (recommendation and revisit) among visitors who participate in an innovation and technology event. The research was conducted with 201 participants of the GO!RN 2023 event, with the selection criterion being their active participation in the event’s gamification. Data analysis was carried out using Structural Equation Modeling (SEM). The study uses Self-Determination Theory (SDT), represented by the narrative, and is based on the Stimulus-Organism-Response (SOR) paradigm, exploring the effect of the gamification component (narrative) on participant memorability and repatronage intention. The results highlight the positive influence of narrative within gamification on participant experience, contributing to the formation of positive memories and, consequently, to the intention to return and recommend the event to others. It was found that narrative has a significant relationship with flow in events, due to the engagement and sense of belonging that comes from being immersed in the story, as well as with participants' positive emotions. Positive emotions were shown to mediate the relationship between narrative and memorability, while flow also positively and significantly mediated the relationship between narrative and memorability. Thus, memorability has a significant relationship with the intention to revisit the event. The memories built during this process lead individuals to want to relive the experience and develop curiosity about future editions, as well as to encourage others in their social circle to participate. The study highlights the relevance of narrative in gamification for events to create memorable experiences, offering useful insights for professionals and organizers to develop strategies for audience engagement and loyalty.