Banca de DEFESA: SARA JANE ALMEIDA DE SOUSA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : SARA JANE ALMEIDA DE SOUSA
DATE: 28/03/2025
TIME: 17:00
LOCAL: https://meet.google.com/bch-kahd-puu
TITLE:

Gamification and Narrative: Creating Memorable Experiences in Innovation Events

KEY WORDS:

Gamification; Events; Self-Determination Theory; Stimulus-OrganismResponse; Narrative. 

PAGES: 91
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 behavioral and psychological aspects, particularly its influence on positive behaviors. Based on this, research on gamification investigating outcomes in the event sector remains limited. The main objective of this study is to analyze the relationship between gamification, through the "narrative" component, flow, positive emotions, memorability, and repatronage intention among visitors attending an innovation and technology event. The research was conducted with participants of the GO!RN 2023 event, with the selection criterion being their active participation in the event’s gamification. Data analysis was performed using Structural Equation Modeling (SEM). This study employs 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 repatronage intention. The results highlight the positive influence of narrative within gamification on participant experience, contributing to the construction of positive memories and, consequently, increasing the intention to return and recommend the event to others. It was found that narrative has a significant relationship with flow in events due to engagement and a sense of belonging while being immersed in the story, as well as with participants' positive emotions. Positive emotions were observed to mediate the relationship between narrative and memorability, while flow also mediated the relationship between narrative and memorability in a positive and significant way. Thus, memorability has a significant relationship with the intention to repatronize the event. With the memories built in this process, individuals develop a desire to relive the experience and curiosity about future editions, as well as encourage people in their network to participate in the event. This study highlights the relevance of narrative in gamification within events to create memorable experiences, offering useful insights for professionals and organizers to develop engagement and audience loyalty strategies. 

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