What motivates visitors to participate in a gamified trip? A player typology using Q methodology

Destinations have offered diverse gamified trips in the last 10 years. However, there is a lack of understanding on what motivates visitors to participate in such a trip. As one of the first attempts to examine visitors' motivations for taking a gamified trip, this paper conceptualizes and categorizes gamified trips, explores reasons for liking or disliking them, proposes 34 travel motivations, and categorizes players of these trips into six...