Play, Click, Travel: Unleashing the Role of Smart Booking and Gamification Affordance in Online Travel Agencies

Background: The recent integration of gamification into the Online Travel Agencies (OTA) has divulged an uncharted territory for industry practice and research. Specifically, when it comes to establishing an empirical basis for gamification on OTA platforms and facilitation of cognitive engagement, there is a dearth of comprehensive evidence. This study integrated the technological factors of the UTAUT framework with social cognitive theory, where the proposed research framework was validated by conducting an integrative quantitative approach. Method: We employed PLS-SEM and fsQCA methodologies to assess our research model. PLS-SEM was used to test the hypothesized relationships, while fsQCA was utilized as a complementary approach to identify the combination of antecedent variables that significantly influence the high actual usage of OTAs. This study approached 798 respondents by utilizing snowball sampling method to collect data through a survey questionnaire. Results: The PLS–SEM results indicated that technological factors and enablers of cognitive engagement i.e. gamification affordances and smart booking perception significantly influence actual use of OTAs. Additionally, the boundary condition was established by evincing the positive moderating effect of self-efficacy. The fsQCA results reinforce the PLS-SEM findings and indicate four configurations leading to high actual use of the OTAs. Conclusion: This research extends the UTAUT model by incorporating the latest dimensions of e-commerce shopping in the tourism sector, such as gamification affordances and smart shopping perception. These findings conjecture valuable insights for OTA platform designers and service providers, facilitating fine-tuned marketing strategies to engage consumers and enhance actual OTA usage effectively.