Publication

Abstract : This paper attempts to understand the effect of the varied game-related motivational affordances in the online context on consumer intent to write reviews in online tourism sites. The motivational affordances are achievement, enjoyment, pastime, experience gained, ease of use and reciprocal benefit (utility). The results show that the intrinsic motivational affordance of enjoyment had a significant effect on tourist intention to write reviews compared to extrinsic factors like achievement and rewards. The variables enjoyment, reciprocal benefit and pastime showed relationship with intent to write reviews. Game designs for tourism review sites need to focus on the above factors for stimulating desired consumer intent and behaviour.