Assessing the benefits of gamification in tourism (A case study of the Persepolis historic site)

This research aims to assess the benefits of gamification and its impact on tourism development at the historical site of Persepolis. The research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. The target population for this research consists of active individuals in the tourism industry, with a sample size of 354 participants selected. Data analysis was conducted using tests such as average variance extracted (AVE), Fornell-Larcker, factor loading coefficients, Cronbach's alpha, composite reliability, and structural equation modeling, utilizing SPSS and Smart PLS software. The results of this study indicate that gamification exhibits a positive and significant relationship with all four dimensions under investigation: education, branding, loyalty, employment, and income generation. Gamification at Persepolis provides a recreational and educational experience and enables tourists to engage with the culture and history of the country they are visiting in a novel and interactive manner. With an enhanced tourist experience through gamification, Persepolis is poised to become a unique and captivating tourist destination.IntroductionThe text discusses the concept of "Gamification," which involves integrating game elements into non-game contexts. It was first introduced in 2008 and has since been applied in various fields, including tourism. However, its use in the tourism industry is still early. Gamification in tourism can enhance tourist interactions, satisfaction, brand awareness, and loyalty. It offers both external benefits, such as trip planning, and internal benefits, providing virtual travel experiences. Location-based and online games are vital in engaging tourists during their journeys. Gamification can be applied in organizational training programs to boost employee participation and skill acquisition. Overall, gamification is an innovative approach with the potential to transform how tourists engage with destinations, creating more exciting and interactive travel experiences. This article explores its application in the historical context of Persepolis, emphasizing its impact on branding, education, loyalty, and marketing in tourism. This article represents one of the initial academic endeavors in Iran to explore the significance and advantages of gamification in the historical and cultural context of Persepolis, shedding light on its pot