The experience of gamification on the repatronising intention among visitors participating in an innovation event

Purpose This study analyzes how gamification affects the participant experience of an innovation event, starting from the narrative as a representative component of gamification and the relationship with the dimensions of flow, positive emotions, memorability and repatronising intention (recommend and revisit). Design/methodology/approach The survey was conducted with 201 participants, based on their active participation in the event's gamification. The questionnaires were collected by an on-site team. Data analysis was performed using Structural Equation Modeling. This study uses Self-Determination Theory (SDT) and the Stimulus-Organism-Response (SOR) paradigm, exploring the effect of the gamification component (narrative) on participant memorability and repatronising intention. Findings The research shows that the stronger participants' perception of the narrative within gamification, the more positive their experience will be, indicating that the level of narrative within gamification is an important factor in individuals experiencing flow and positive emotions during the event. It was found that positive memorization of the event's content is influenced by the narrative present in the gamification. Memorability was observed to have a significant relationship with the intention to re-patronize the event, due to the positive memory associated with this action. Originality/value This study fills gaps in the application of gamification in events, highlighting the narrative dimension as a factor of high influence on the flow state of participants, the experience lived and the repatronising intention, a concept that encompasses both revisiting and recommending the activity.