Evaluating the Gamification in TripAdvisor: Is it Effective for Crowdsourcing Platform?

Abstract

The survival of crowdsourcing platforms depends on active crowdsourcee participation. Tripadvisor is one of the crowdsourcing platforms. However, the number of Tripadvisor visitors has stagnant growth. One of the gamification objectives is to increase the user’s intrinsic motivation to engage in certain activities or behaviors. This study aims to determine the effect of gamification in motivating Tripadvisor users to participate actively. Furthermore, this study aims to evaluate gamification’s effectiveness in motivating crowdsourcee to participate in a reference for further gamification development actively. This study uses the Self-Determination Theory (SDT) and Motivational Affordance Perspective (MAP) to analyze gamification’s effect in motivating Tripadvisor users. This research uses a quantitative approach and the PLS-SEM method using SmartPLS3 for processing data. Respondents of this research were 154 Tripadvisor users as valid respondents. In this study, there were fifteen hypotheses with seven accepted hypotheses and eight rejected hypotheses. This study indicates that only the badges rewarding and level of achievement can motivate Tripadvisor users’ participation. It because the user feels that getting gamification is not their purpose of participating in Tripadvisor. They participated because they are indeed like shared their travel experience.