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Dergiler / Journal of Tourismology / 2025 / Volume: 11 Issue: 2

The Impact of Visitor Experience on Behaviour in Museums: The Moderating Role of Gamification

Özgül Çetin(ISTANBUL UNIVERSITY)0000-0001-7007-1267
Fethiye Erbay(ISTANBUL UNIVERSITY)0000-0002-6988-5367
Sayfa
—
Yayın Tarihi
2026-01-23
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Findings indicate that well-designed gamification strategies enhance visitor engagement and loyalty.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Museums have undergone significant transformations, evolving from object-oriented educational institutions to interactive and visitor-centred spaces.
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Temel Bulgular & Veri:Visitors increasingly seek participatory experiences where they can actively engage, share their impressions, and even influence exhibitions.
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Sonuç & Katkı:Findings indicate that well-designed gamification strategies enhance visitor engagement and loyalty.
🔬Tür:Research Article
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Moderating Role of Gamification · Museums · Visitor Experience

Abstract

Museums have undergone significant transformations, evolving from object-oriented educational institutions to interactive and visitor-centred spaces. Visitors increasingly seek participatory experiences where they can actively engage, share their impressions, and even influence exhibitions. Despite the growing emphasis on visitor experience, research on how such experiences can be effectively created -and their behavioural consequences- remains limited. Gamification, a concept extensively studied in marketing, communication, education, and tourism, has emerged as a promising tool to foster engagement. However, most studies emphasise AR/VR and mobile technologies rather than holistic, embedded gamified experiences. This study investigates the design and impact of a gamified experience implemented at the National Palaces Painting Museum in Istanbul, guided by the Octalysis gamification framework to provide visitors Pine and Gilmore’s four experience dimensions: education, entertainment, aesthetics, and escapism. For an effective gamification design, interviews with museum professionals were conducted. Quantitative visitor feedback and key factors influencing visitor experience and satisfaction in gamified settings were identified. Findings indicate that well-designed gamification strategies enhance visitor engagement and loyalty.

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Bu Makaleye Atıf Yap

Çetin, Ö., Erbay, F. (2026). The Impact of Visitor Experience on Behaviour in Museums: The Moderating Role of Gamification. Journal of Tourismology, Volume: 11 Issue: 2. https://doi.org/10.26650/jot.2025.10.1.1780862

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