Banca de QUALIFICAÇÃO: SARA JANE ALMEIDA DE SOUSA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : SARA JANE ALMEIDA DE SOUSA
DATE: 20/09/2024
TIME: 14:00
LOCAL: Auditório 3 do NEPSA II
TITLE:

Exploring Playfulness: Gamification and Participatory Experience in Events

KEY WORDS:

Gamification; Events; Self-Determination Theory; Stimulus-Organism-Response; Narrative.

 

PAGES: 71
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Studies in tourism examine the impact of gamification on destination brand promotion, tourist experience, application in architectural attractions, as well as on behavioral and psychological aspects, which address the influence on positive behaviors. However, research on gamification that investigates outcomes in the events segment is still limited. The present study utilizes the Self-Determination Theory (SDT), represented by narrative, and is based on the Stimulus-Organism-Response (SOR) paradigm, exploring the effect of the gamification component (narrative) on participant memorability and repatronization intention. The objective of this research is to explore the impacts of gamification applied to events, with 201 participants from GO!RN 2023 held in Brazil, with the criterion for selecting interviewees being their active participation in the event's gamification. Data analysis was conducted using Structural Equation Modeling (SEM). The results highlight the positive influence of narrative within gamification on participant experience, affecting the construction of positive memories, and consequently, the intention to return and recommend the event. It was found that the narrative has a significant relationship with flow in events, due to engagement and a sense of belonging while being immersed in the story. The narrative has a significant relationship with participants' positive emotions. Positive emotions also mediate the relationship between narrative and memorability. Flow mediates the relationship between narrative and memorability in a positive and significant manner. Therefore, memorability has a significant relationship with the intention to repatronize the event and with the memories constructed during this process. The study emphasizes the relevance of narrative in gamification at events to create memorable experiences, offering useful insights for professionals and organizers to develop strategies for audience engagement and loyalty. Participants show interest in repeating the experience and encourage others to participate as well. 

 

COMMITTEE MEMBERS:
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCELO CHIARELLI MILITO - SENAC
Interno - 1160199 - SERGIO MARQUES JUNIOR