scholarly journals Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan

2019 ◽  
Vol 122 (6) ◽  
pp. 2021-2043
Author(s):  
Muhammad Ali ◽  
Chin-Hong Puah ◽  
Norazirah Ayob ◽  
Syed Ali Raza
Keyword(s):  
Factor Analysis ◽  
Conceptual Framework ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Critical Role ◽  
Economic Benefits ◽  
Equation Modeling ◽  
Local Foods ◽  
Content Type ◽  
Selection Of

Purpose Local foods from the perspective of tourism play a significant role to attract tourists. Surprisingly, empirical evidence on food tourism is quite scarce. The purpose of this paper is to develop and investigate a conceptual framework on tourist satisfaction, loyalty and word of mouth (WOM) to select local foods in Pakistan. Design/methodology/approach The study uses a quantitative approach while convenience (non-probability) sampling is used to collect a sample of 286 final responses using a survey-based questionnaire. The study employed exploratory factor analysis and confirmatory factor analysis to stabilize the factor structure. The conceptual model is then tested under the assumptions of structural equation modeling. Findings The findings indicate that food quality, perceived environmental quality, perceived value and service quality has a significant impact on the tourist’s satisfaction. However, interpersonal interaction quality shows an insignificant influence on satisfaction. Moreover, satisfaction has a significant impact on loyalty while loyalty further shows a significant effect on tourist WOM. Overall, the authors found satisfaction and loyalty are the major contributors to the hypothesized model. Practical implications The conceptual framework and study findings will support practitioners and researchers to understand the factors that influence a tourist’s selection of local foods. Additionally, the study provides a useful policy to gain long-term economic benefits for the tourism sector in Pakistan. Originality/value To the authors’ best knowledge, this study is the first attempt to explore WOM behavior in tourism research focusing on the critical role of satisfaction and loyalty. The authors are certain that the findings will contribute significantly to the existing body of knowledge.

Emotional brand attachment: a factor in customer-bank relationships

2016 ◽  
Vol 34 (2) ◽  
pp. 136-150 ◽  
Author(s):  
Shalom Levy ◽  
Hayiel Hino
Keyword(s):  
Factor Analysis ◽  
Conceptual Framework ◽  
Structural Equation ◽  
Positive Relationship ◽  
Service Providers ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach – The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses. Findings – The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. Specifically, the findings show a significant, direct and positive relationship between the customer’s emotional attachment and bank loyalty; an indirect positive relationship also exists through the connection of customer satisfaction. The study distinguishes between two integrated pathways consumers possibly follow when making decisions about services: the conscious decision-making process path and the emotional process path. Practical implications – The paper provides managerial and planning implications to bank service providers who seek to achieve excellent performance and a positive brand personality, thus maintaining long-lasting relationships with their customers. Originality/value – The study is among the few empirical works to specifically examine the impact of customers’ emotional attachment on bank loyalty and contributes to the available literature in that it suggests a systematic conceptual framework that evaluates the impact of key factors on bank loyalty.

Investigating quality of life by residents of social housing in eastern Algeria: a structural equation modelling

2020 ◽  
Vol 18 (6) ◽  
pp. 1907-1926
Author(s):  
Riadh Djafri ◽  
Mariana Mohamed Osman ◽  
Noor Suzilawati Rabe ◽  
Syafiee Shuid
Keyword(s):  
Quality Of Life ◽  
Factor Analysis ◽  
Conceptual Framework ◽  
Social Housing ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Housing Quality ◽  
Equation Modeling ◽  
Content Type

Purpose The purpose of this paper is to identify, confirm and validate a model appropriate to capture the interrelationships between different variables to develop and improve social housing quality, adequacy, provision and residents’ quality of life (RQOL). Design/methodology/approach This research adopted a quantitative approach to examine the research objectives of this study. The proposed conceptual framework was tested using primary data collected from a survey of 418 residents of the new urban center of Hamla. The data were analyzed using descriptive analysis and exploratory factor analysis through SPSS. In addition, confirmatory factor analysis was performed using AMOS before validating the measurement model and testing the hypotheses through structural equation modeling (SEM). Findings The results of SEM indicated acceptable high goodness-of-fit indices. The results revealed that three out of six hypotheses were supported. Consequently, residential quality and housing adequacy appeared to have a vital role in the conceptual framework, as it influenced social housing provision and RQOL and was influenced by socio-economic characteristics. Practical implications The present study illustrates the interrelationships between the proposed variables using SEM analysis. In addition, by understanding the direct relationships between the selected variables, the findings would be useful for the concerned authorities to ameliorate and upgrade the social housing quality and adequacy along with surpassing the current shortage, which would enhance and contribute to the amelioration of the RQOL and throughout Algeria. Originality/value This paper aims to establish, examine, validate the relationships and develop a conceptual framework in the context of Algerian social housing that contributes to the assessment and amelioration of social housing.

Factors influencing word of mouth behaviour in the restaurant industry

2017 ◽  
Vol 35 (1) ◽  
pp. 81-110 ◽  
Author(s):  
Mohammad Reza Jalilvand ◽  
Sirous Salimipour ◽  
Mehdi Elyasi ◽  
Mehdi Mohammadi
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Critical Role ◽  
Influential Factors ◽  
Restaurant Industry ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Influencing

Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems particularly important to the marketing of services. This is because services are experiential in nature and difficult to assess before purchase. In the restaurants context there is little research on WOM. The purpose of this paper is to examine the factors that may influence tourists’ WOM about restaurants implying on the critical role of relationship quality. Design/methodology/approach A comprehensive literature review is conducted to identify the major factors influencing WOM in the context of restaurant industry. The study utilizes self-administered questionnaire survey and the target population are the customers who have referred to the restaurants of Tehran, Iran. A convenience sampling approach was utilized to collect a sample of 326 customers. A structural equation modeling procedure is applied to the examination of the antecedents of WOM. Findings The paper found that food quality, personal interaction quality, physical environment quality, and perceived value influence WOM behavior of customer in an indirect way through relationship quality. Practical implications This research conjectured that an understanding of factors that influence the tourist to talk each other about a given restaurant are worthy of additional research. Consequently, the study helps to understand how these factors can provide alternative sources of marketing to attract the long-term economic sustainability of restaurant industry in Iran. Originality/value To the authors’ knowledge, this research will be the first attempt to explore influential factors on WOM in restaurant industry focusing on the critical role of relationship quality. It is expected that researchers will find this research a contribution to the WOM literature, particularly in restaurant industry.

scholarly journals Why be first if it doesn’t pay? The case of early adopters of C-TPAT supply chain security certification

2016 ◽  
Vol 36 (10) ◽  
pp. 1161-1181 ◽  
Author(s):  
John Z. Ni ◽  
Steve A. Melnyk ◽  
William J. Ritchie ◽  
Barbara F. Flynn
Keyword(s):  
Prospect Theory ◽  
Structural Equation ◽  
Critical Role ◽  
Business Environment ◽  
Economic Benefits ◽  
Theoretical Explanation ◽  
Equation Modeling ◽  
Adoption Process ◽  
Content Type ◽  
Early Adopters

Purpose The purpose of this paper is to focus on adoption of certified management standards, specifically public standards. Such standards play an increasingly important role in today’s business environment. However, to generate adoption benefits, they must be first widely accepted – a situation where they have become viewed as the de facto norms. For this state to occur early adopters play a critical role. Past research has argued that early adopters, in exchange for assuming more risk, are rewarded with higher economic returns. Yet, these findings are based on private, not public standards. With public standards, early adopters do not receive such benefits. There is evidence that public standards are becoming more important. This situation leads to a simple but important question addressed in this study – if early adopters assume the risks of embracing a new public standard without economic benefits, then what is their motivation? To resolve this question, this study draws on agency theory and prospect theory. The authors argue that early adopters embrace such standards because of their desire to minimize risk resulting from failure to support the goal at the heart of the public standards. Design/methodology/approach Data were obtained from the Customs-Trade Partnership Against Terrorism (C-TPAT) Partners Cost Benefit Survey and analyzed through structural equation modeling. Findings Early adopters of public standards are not driven by economic benefits but rather by the need to minimize their exposure to the risks associated with failing to satisfy the goals associated with a public standard. In other words, they were motivated by the need to minimize costs. In the case of C-TPAT, these costs are those of failing to provide or improve network security. Research limitations/implications This study has shed new light on the standards adoption process by clarifying the specific motivations that drive early adoption of a public standard. In addition to identifying the loss aversion motives of early adopters and economic benefit motives of later adopters, the authors have also elaborated on the notion that standards have differing levels of precedence, particularly when comparing private with public standards. Practical implications In a world characterized by increasing demands for outcomes such as improved security and where governmental funding is falling, due to growing deficits and governments that are becoming more conservative, the authors expect the use of public standards to increase. Originality/value Different from prior research on private standard, the paper focuses on the organizations involved in the adoption and diffusion of a public standard, with special attention being devoted to the early adopters. The paper provides a theoretical explanation for the actions of early adopters of a public standard through the theoretical lens of prospect theory.

Θεματικά μουσεία της Ελλάδας και τουριστικό μάρκετινγκ

2021 ◽  
Author(s):  
Παναγιώτης Ιωακειμίδης
Keyword(s):  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Exploratory Factor Analysis ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha

Η παρούσα διδακτορική διατριβή αποσκοπεί στο να καταγράψει την ικανοποίηση των επισκεπτών από τις παρεχόμενες υπηρεσίες στα θεματικά μουσεία της Ελλάδας, την πρόθεση συμπεριφοράς των επισκεπτών και κατά πόσο τεχνικές του τουριστικού μάρκετινγκ λαμβάνουν χώρα στα θεματικά μουσεία. Έγινε μία προσπάθεια να καταγραφούν οι απόψεις των ανθρώπων των θεματικών μουσείων και η αντίληψή τους σχετικά με το τουριστικό μάρκετινγκ, οι αντιλήψεις των επισκεπτών σχετικά με την εμπειρία που βιώνουν σε ένα θεματικό μουσείο, ο βαθμός ικανοποίησης τους, η υφιστάμενη κατάσταση που επικρατεί στα θεματικά μουσεία της χώρας και οι ενδεχόμενες αλλαγές που μπορούν να προκύψουν με απώτερο σκοπό την αύξηση της επισκεψιμότητας. Ένα αξιοσημείωτο της παρούσας έρευνας, είναι ένας σημαντικός αριθμός προσωπικών συνεντεύξεων με κατοίκους περιμετρικά των μουσείων που ερευνήθηκαν και η προσπάθεια καταγραφής των απόψεων και αντιλήψεων τους για τα μουσεία αυτά.Διενεργήθηκε επίσης μία ποσοτική έρευνα σε επισκέπτες θεματικών μουσείων της χώρας μας αλλά και στο ανθρώπινο δυναμικό που εργάζεται σε πολιτιστικούς οργανισμούς, καθώς και εκπαιδευτικούς. Διακρίνοντας τα μουσεία σε δημόσια και ιδιωτικά, σημαντική ήταν η καταγραφή απόψεων ότι στα περισσότερα δημόσια θεματικά μουσεία τα οποία λειτουργούν κάτω από την επίβλεψη του δημόσιου φορέα, δεν υπάρχουν συχνά δυνατότητες για καινοτομία και πρωτοτυπία. Τα πορίσματα της παρούσας διδακτορικής διατριβής είναι αρκετά σημαντικά λόγω της έλλειψης προηγούμενης έρευνας επάνω στα θεματικά μουσεία της Ελλάδας, από την οπτική του μάρκετινγκ και την αναγκαιότητα αυτού. Η πλειονότητα των ανθρώπων των θεματικών μουσείων με τους οποίους ήρθα σε επαφή, εντοπίζουν την ανάγκη για τεχνικές τουριστικού μάρκετινγκ στα μουσεία καθώς όλοι αντιλαμβάνονται ότι οι επισκέπτες αναζητούν ποιοτικότερες ψυχαγωγικές επιλογές, έχουν περισσότερες απαιτήσεις επισκεπτόμενοι ένα θεματικό μουσείο και ευελπιστούν σε μία βιωματική και διαδραστική εμπειρία που θα τους μείνει αξέχαστη. Σε αυτό το εγχείρημα, συνεργός είναι τα ποικίλα οπτικοακουστικά μέσα των νέων τεχνολογιών που ενισχύουν το βιωματικό χαρακτήρα της επίσκεψης και ερευνώνται στη διατριβή. Η παρούσα διατριβή αποτελεί μία πρώτη προσπάθεια χαρτογράφησης των τεχνικών τουριστικού μάρκετινγκ που χρησιμοποιούν τα θεματικά μουσεία της χώρας , τις σημαντικές ιδιαιτερότητες του τουρισμού που έχουν άμεση επίδραση στην επισκεψιμότητα των θεματικών μουσείων και τέλος προτάσσει ενέργειες και τεχνικές μάρκετινγκ για να δημιουργηθεί ένας ενάρετος κύκλος πολιτισμού - ψυχαγωγίας - οικονομίας. Για την επεξεργασία των δεδομένων της ποσοτικής έρευνας χρησιμοποιήθηκε το στατιστικό εργαλείο SPSS, αναλύθηκαν τα ευρήματα της Διερευνητικής Ανάλυσης Παραγόντων (Exploratory Factor Analysis) και των τεστ αξιοπιστίας με τον δείκτη Cronbach’s Alpha, εφαρμόζοντας και την μέθοδο Μοντελοποίησης Δομικών Εξισώσεων (Structural Equation Modeling, SEM) για τον έλεγχο των ερευνητικών υποθέσεων. Οι ερευνητικές υποθέσεις δημιουργήθηκαν έπειτα από ενδελεχή έρευνα μοντέλων που εφαρμόστηκαν σε προηγμένες μουσειολογικά χώρες, όπως η Ισπανία, η Ιταλία, η Ολλανδία κ.α. και μπορούν να ληφθούν σοβαρά υπόψιν στο κοινωνικό-οικονομικό περιβάλλον της Ελλάδας. Απώτερος στόχος του ερευνητικού μοντέλου είναι εάν ο επισκέπτης θα οδηγηθεί σε μελλοντική επίσκεψη (revisit ) ή θα αποτελέσει ο ίδιος κινητή διαφήμιση word-of-mouth του μουσείου που επισκέφθηκε.Η έρευνα αποτελεί οδηγό για μελλοντικές έρευνες που θα πλαισιώσουν ή θα συμπεριλάβουν τα θεματικά μουσεία για νέες μελέτες, όπως για παράδειγμα πολιτιστικές διαδρομές και είναι ένα χρήσιμο εργαλείο που έρχεται να καλύψει το ερευνητικό κενό που υπάρχει γύρω από το είδος των μουσείων αυτών.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

scholarly journals Examining the ParticipACTION brand using the brand equity pyramid

2018 ◽  
Vol 8 (4) ◽  
pp. 378-396 ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Tanya R. Berry ◽  
Guy Faulkner ◽  
Norm O’Reilly ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Equation Modeling ◽  
Content Type ◽  
Activity Promotion ◽  
Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

Analyzing the post-harvest supply chain enablers of vertical integration for rural employability and marketability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rahul Priyadarshi ◽  
Srikanta Routroy ◽  
Girish Kant
Keyword(s):  
Factor Analysis ◽  
Supply Chain ◽  
Vertical Integration ◽  
Rural Areas ◽  
Structural Equation ◽  
Equation Modeling ◽  
Value Addition ◽  
Content Type ◽  
Post Harvest ◽  
The Impact

Purpose The purpose of this study is to analyze the post-harvest supply chain enablers (PHSCEs) for vertical integration to enhance rural employability, farmer profitability and rural produce marketability (i.e. market prospects) in the post-harvest supply chain (PHSC). The impact of vertical integration is also explored for various commercial produces. Design/methodology/approach A structural equation modeling (SEM) of PHSCEs for vertical integration was developed to enhance market prospects, rural employability and farmer profitability. The impact of business-to-business (B2B) and business-to-customer market prospects are explored in various dimensions for stakeholders such as farmers, manufacturers (processors), distributors and retailers. The fuzzy technique for order of preference by similarity to ideal solution (F-TOPSIS) was used to prioritize these PHSCEs to improve market prospects and rural employability. Findings The PHSCEs are clustered into three groups, namely, initiatives at the strategic frontier, initiatives at the tactical frontier and concerns for rural employability via vertical integration using exploratory factor analysis, confirmatory factor analysis and SEM to prove the null hypothesis. With F-TOPSIS results, the availability of warehousing was found to be the most crucial enabler when observing the PHSCEs from the initiatives’ perspective. The technology adaptability and availability, institute for training and research and information infrastructure and information visibility were found to be the key PHSCEs when observed from PHSC stakeholders’ perspectives. Research limitations/implications The implementation of this study will improve the rural produce marketability, rural employability, B2B marketing (i.e. effective distribution) and subsequent value chains with the practice of vertical integration for fresh produce at the rural level. Practical implications The outcomes of this study have a key role in developing the rural regions and improving rural livelihoods via value addition. The awareness of commercial cultivation and value addition in rural areas needs to be improved. This will help farmers to earn better revenues with improved market prospects in comparison to the revenues obtained from the cultivation of staple/conventional crops. Originality/value In an era of cold chains and food processing, this study aims to disseminate awareness about value addition for commercial and fresh produces at the rural level. The implication of this study will improve rural produce marketability, rural employability and farmer profitability at the rural level with the level of vertical integration.

Exploratory study on the perceptions of event gamification on positive behavioral outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Annamarie D. Sisson ◽  
Elizabeth A. Whalen
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Outcomes ◽  
Equation Modeling ◽  
Willingness To Participate ◽  
Content Type ◽  
Value Perceptions ◽  
Research Company ◽  
Emotional Commitment ◽  
Using Data

PurposeThe value of the events industry is increasing worldwide. An essential component for successful events is creating a unique experience by offering gamification. A conceptual model is proposed, exploring pre-event game communication and its effect on attendees' value perceptions, willingness to participate, word of mouth intentions and emotional commitment during gameplay at conference events.Design/methodology/approachAnalysis of variance and structural equation modeling were employed to test the model using data collected from 177 attendees recruited from hospitality and tourism association network listservs and online research company.FindingsResults reveal that perceptions of event gamification increase word of mouth intentions, willingness to participate and emotional commitment.Practical implicationsThe study contributes to the knowledge of conference events with recommendations for incorporation of game elements for meeting planners to enhance attendee behaviors at the event.Originality/valueThis study is among the first to examine positive behavioral outcomes of using games at conference events.

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