Gamification implemented by online travel agencies (OTA) has been considered as a promising means for enhancing tourists' online shopping experience. However, there is limited understanding of the key gamification affordances valued by tourists and their underlying motivations for participating in gamified OTA platforms. Adopting a sequential mixed-methods research design, phase 1 of this research is a qualitative and interpretive study involving in-depth interviews and case analysis of OTA platforms. Based on the findings from phase 1 and relevant literature, this research builds a research model which is empirically validated by analyzing survey data in phase 2. Results reveal that the four key gamification affordances contribute to tourists’ diverse value perceptions on the OTA platform, which impact their purchase intention during the online shopping carnival. This study sheds light upon the emerging phenomenon of gamified technology use in the tourism context and provides valuable implications for designing appealing gamified OTA platforms.

在线旅行社 (OTA) 实施的游戏化被认为是提升游客在线购物体验的一种有前途的手段。然而，对游客重视的关键游戏化可供性及其参与游戏化 OTA 平台的潜在动机的了解有限。本研究的第一阶段采用顺序混合方法研究设计，是一项定性和解释性研究，涉及对 OTA 平台的深入访谈和案例分析。基于第一阶段的研究结果和相关文献，本研究构建了一个研究模型，通过分析第二阶段的调查数据进行实证验证。 结果表明，四个关键的游戏化可供性有助于游客在 OTA 平台上的多样化价值认知，从而影响他们在网购狂欢期间的购买意愿。这项研究揭示了旅游环境中游戏化技术使用的新兴现象，并为设计有吸引力的游戏化 OTA 平台提供了宝贵的启示。