This study seeks to contribute to the literature dealing with the formation of customer-based destination brand equity (CBDBE) using an environmental interpretation strategy. It aims to establish whether (i) participation in an environmental interpretation experience with a gamified design may exert a greater effect on CBDBE than participation in a non-gamified version; (ii) CBDBE is influenced by the tourist's psychological distance relative to the destination in question; and (iii) psychological distance moderates the effect of environmental interpretation (gamified vs. non-gamified) on CBDBE. A quasi-experiment is designed in which the environmental interpretation is manipulated (gamified vs. non-gamified).

The results show that the effect of a gamified environmental interpretation experience on CBDBE is greater than that of a non-gamified version; and that it is greater among participants who perceive the destination to be psychologically near. The study also finds that there is a regulatory construal fit between the use of a gamified design and psychological distance, such that perceived psychological distance exerts a moderating effect on the relationship between interpretation type (gamified vs. non-gamified) and CBDBE. It is identified that, when the destination is perceived to be psychologically distant, the gamified environmental interpretation generates significantly greater CBDBE than the non-gamified version. By contrast, when it is psychologically near, there are no significant differences in CBDBE between a gamified and a non-gamified environmental interpretation experience. These results are relevant both for the literature and for the professional tourism sector, which, by its very nature, operates in an international context.

本研究旨在为使用环境解释策略形成基于客户的目的地品牌资产 (CBDBE) 的文献做出贡献。它旨在确定 (i) 参与游戏化设计的环境解释体验是否比参与非游戏化版本对 CBDBE 产生更大的影响；(ii) CBDBE 受旅游者相对于目的地的心理距离的影响；(iii) 心理距离缓和了环境解释（游戏化与非游戏化）对 CBDBE 的影响。设计了一个准实验，其中操纵环境解释（游戏化与非游戏化）。

结果表明，游戏化环境解读体验对 CBDBE 的影响大于非游戏化版本；并且在认为目的地在心理上接近的参与者中，这种影响更大。该研究还发现，游戏化设计的使用与心理距离之间存在监管解释匹配，因此感知的心理距离对解释类型（游戏化与非游戏化）和 CBDBE 之间的关系产生调节作用。已经确定，当目的地在心理上被认为是遥远的时，游戏化的环境解释比非游戏化的版本产生显着更大的 CBDBE。相比之下，当它在心理上接近时，游戏化和非游戏化的环境解释体验之间的 CBDBE 没有显着差异。这些结果与文献和专业旅游部门相关，就其本质而言，在国际环境中运作。