Engaging minds and hearts: the impact of gamified mobile storytelling on cultural learning

Purpose This study aims to explore the effectiveness of gamified mobile storytelling in promoting cultural understanding and engagement among young visitors in Konya-Türkiye, particularly through the lens of the Finding Light through Rumi’s Path (FLTRP) game. Design/methodology/approach Using a convenience sample of 432 participants, the study was conducted in Konya. Adapted from validated scales and translated into Turkish, the questionnaire contained measures for engagement, usability, argument quality, source credibility, affective image and perceived learning-related outcomes. Analyses of the questionnaire data proceeded using SPSS 27 for descriptive statistics and SmartPLS 3.0.9 for structural modelling. Findings The model demonstrated moderate explanatory power; structural model analysis validated significant positive relationships between source credibility and engagement, usability and engagement, engagement and affective image, and engagement and perceived learning-related outcomes. According to mediation analysis, engagement partially mediated relationships between source credibility and usability with affective image and perceived learning-related outcomes, while it did not mediate relationships involving argument quality. Originality/value The study adds value by empirically testing engagement as a mediating factor between argument quality, source credibility, usability and perceived learning-related outcomes. In contrast to previous research in tourism, this study underlines the importance of emotional and cognitive involvement as crucial for improving perceived learning-related outcomes in gamified cultural education.