Gamification has been used by tourism organisations for marketing purposes to reinforce customer engagement and to achieve brand awareness and loyalty. The current study, using the Unified Theory of Acceptance and Use of Technology, aims to investigate the antecedents and consequences of gamification's adoption intention by tourist organisations, and to examine the mediation effect of customer engagement. A quantitative method was employed using a survey to collect data from a random sample of relevant managers in travel agencies. Using structural equation modelling for data analysis, the findings revealed that tourism organisations have positive intentions to adopt gamification to increase customer engagement and to achieve tourist destinations' brand awareness and loyalty. Implications, limitations, and future research are also addressed.

旅游组织已将游戏化用于营销目的，以增强客户参与度并实现品牌知名度和忠诚度。当前的研究使用统一的技术接受和使用理论，旨在调查旅游组织采用游戏化意图的前因和后果，并研究顾客参与的中介效应。使用了一种定量方法，该方法是使用调查从旅行社中相关经理的随机样本中收集数据。通过使用结构方程模型进行数据分析，研究结果表明，旅游组织有积极的意向，即采用游戏化技术来增加客户参与度并实现旅游目的地的品牌知名度和忠诚度。涵义，局限性和未来的研究也得到了解决。