Correlation Matrix in Study 1.

With the growing prevalence of user-generated content in disseminating travel information, the current design of online destination websites should emphasize interactive engagement and fulfill users’ increasing social needs, thereby aligning with the behavioral characteristics and development trends of the digital age. This study conducts two empirical studies to examine the feasibility of integrating gamification into destination platforms and its influence on interpersonal value within users’ decision-making processes. Through scenario-based simulations comparing feedback from 931 participants on gamified versus non-gamified websites, the study applies structural equation modeling to test path coefficients and confirm the effectiveness and advantages of gamification, as well as the role of interpersonal value in shaping decision-making pathways. This study found that: (1) Gamification effectively brings personal hedonic and utilitarian value, is suitable for destination websites, and positively influences user decisions. (2) There is no significant difference between gamified and non-gamified experiences in terms of utilitarian and hedonic value experiences, nor in the influence of utilitarian value on decision-making. (3) The personal value experience brought by gamification will positively influence users’ interpersonal value. (4) Interpersonal value—experience sharing, identity recognition, and social support—under gamified experiences will positively influence user decisions. These findings reveal that gamified design can not only effectively enhance the practical attributes of online destination websites but also significantly strengthen individuals’ information dissemination about the destination and activate the website’s interpersonal effects. This makes gamification a new model for optimizing the information display of existing online destination websites, and it highlights the crucial role of interpersonal value in studying consumer decision-making paths.

随着用户生成内容（User-Generated Content）在旅游信息传播中的普及度不断提升，当前在线旅游目的地网站的设计应当强化互动参与性，满足用户日益增长的社交需求，以此契合数字时代的行为特征与发展趋势。本研究开展两项实证研究，以探讨将游戏化（Gamification）融入目的地平台的可行性，及其在用户决策过程中对人际价值（Interpersonal Value）的影响。本研究通过基于场景的模拟实验，对比931名参与者对游戏化与非游戏化网站的反馈，并采用结构方程模型（Structural Equation Modeling）检验路径系数（Path Coefficients），验证了游戏化的有效性与优势，以及人际价值在决策路径（Decision-Making Pathways）塑造中的作用。本研究得出以下结论：（1）游戏化可有效为用户带来个人享乐价值（Hedonic Value）与实用价值（Utilitarian Value），适配旅游目的地网站场景，并对用户决策产生积极影响。（2）游戏化与非游戏化体验在实用价值、享乐价值的感知层面，以及实用价值对决策的影响路径上，均无显著差异。（3）游戏化所带来的个人价值感知，会对用户的人际价值产生正向驱动作用。（4）游戏化体验下的人际价值——包括经验分享、身份认同与社会支持——会对用户决策产生积极影响。上述研究结果表明，游戏化设计不仅可有效提升在线旅游目的地网站的实用属性，还能显著强化用户对目的地的信息传播行为，激活网站的人际互动效应。这使得游戏化成为优化现有在线旅游目的地网站信息展示的新型模式，同时也凸显了人际价值在消费者决策路径研究中的关键作用。