Impact of Gamification Strategies on Eco-Tourism Choices in Sri Lanka

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.