Abstract:
In recent years, digital marketing has experienced rapid growth, transforming how tourism experiences are
promoted and consumed worldwide. With the global rise in sustainable travel trends and digital marketing
innovations, gamification has emerged as a promising approach to encourage responsible tourism behavior. In
the context of tourism, gamified strategies, such as points, rewards, and leaderboards, are being increasingly
adopted to influence traveler engagement. This study investigates the impact of such gamification strategies on
eco-tourism choices among travelers in Sri Lanka. It aims to evaluate how these mechanisms affect tourists’
awareness, preferences, and intention to travel sustainably. The study also seeks to identify which specific
gamification features exert the strongest influence on eco-conscious decision- making. A quantitative research
method was adopted using a structured questionnaire distributed to 103 respondents, consisting of both local
and foreign tourists. The questionnaire employed a 5-point Likert scale to measure responses related to
awareness, engagement, and behavioral intent. Convenience and snowball sampling methods were used to reach participants through social media platforms and eco-tourism communities. Data were analyzed through
Descriptive Statistics, Correlation Analysis, and Multivariate Multiple Regression Analysis using SPSS
software. Findings revealed that all three gamification strategic elements, such as points, rewards, and
leaderboards, positively influence eco-tourism choices. The results highlight the potential of gamified digital
marketing in promoting sustainable travel behaviors in Sri Lanka. This research contributes to bridging the gap
in the literature concerning the application of gamification in eco-tourism, offering practical insights for
marketers, eco- tourism operators, and policymakers aiming to boost eco-conscious tourism through interactive
digital strategies.
