The Gamification Platform for Enhancing Tourism-Based Businesses Using Key Performance Indicators (KPIs), Objectives and Key Results (OKRs), and Coaching
Keywords:
Gamification, Tourism Industry, KPIs, OKRs, Customer Engagement, Sales Conversion, Brand Loyalty, Marketing StrategyAbstract
This study explores the strategic application of gamification to enhance the performance of tourism-based businesses by integrating Key Performance Indicators (KPIs), Objectives and Key Results (OKRs), and coaching. With the growing complexity and competitiveness of the tourism industry, organizations must adopt innovative approaches to attract and retain customers. Gamification—using game design elements such as points, rewards, leaderboards, and challenges in non-game contexts—has emerged as a powerful tool to increase user engagement, satisfaction, and loyalty. This research employed a descriptive-analytical and quantitative methodology using structured questionnaires distributed to both customers and staff from ten tourism agencies in Tehran that utilize gamified platforms. Data analysis was conducted using SPSS software, and the results confirmed that gamification significantly influences various KPIs, including service sales growth, the number of sales opportunities, and both lead-to-opportunity and opportunity-to-sale conversion rates. Pearson correlation and regression analyses validated all four research hypotheses, highlighting that gamification leads to improved customer interactions, heightened motivation, increased brand loyalty, and better conversion metrics. The study’s findings emphasize the practical role of gamification as a performance-enhancing mechanism in digital tourism platforms. It is recommended that tourism businesses strategically implement gamified features aligned with their organizational objectives and user expectations to maximize impact. By fostering immersive and interactive experiences, gamification proves not only to be a marketing tool but also a catalyst for sustainable business growth in the tourism sector.
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Copyright (c) 2025 Mohammad Saeed Gullshenas (Author); Mohsen Akbarpour Shirazi (Translator)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
