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This study aims to investigate the effects of gamification features on brand engagement dimensions in online travel agents (OTAs), specifically brand awareness and loyalty.

The proposed model is empirically evaluated through an online survey of 406 Indonesian OTA users. Partial least squares structural equation modeling analysis was used to assess the model.

The findings reveal that gamification boosts emotional and social brand engagement, while achievement improves cognitive brand engagement. Cognitive brand engagement only affects brand loyalty, excluding brand awareness; however, emotional and social brand engagement substantially impact brand awareness and loyalty.

This study addresses the gap in the limited empirical studies on gamification in the tourism and hospitality industries, with a particular focus on OTAs.

本研究旨在调查游戏化特性对在线旅行社（OTAs）品牌参与维度, 特别是品牌认知度和忠诚度的影响。

通过对406名印度尼西亚OTA用户的在线调查对所提出的模型进行了实证评估。采用偏最小二乘结构方程模型分析来评估模型。

研究结果表明, 游戏化能够提升情感和社交品牌参与度, 而成就感则提升了认知品牌参与度。认知品牌参与度仅影响品牌忠诚度, 而不影响品牌认知度; 然而, 情感和社交品牌参与度对品牌认知度和忠诚度都有显著影响。

本研究填补了旅游和酒店行业中关于游戏化的实证研究的空白, 特别是针对OTAs的研究。