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Non-utilitarian design in gamified destination donations

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  • Yu, Jing (Jasper)
  • Wong, Jose Weng Chou

Abstract

Eco-gamified donation provides a bottom-up alternative to traditional environmental philanthropy and supports the United Nations Sustainable Development Goals in public-goods provision. However, the prevalence of its utilitarian designs may exacerbate the gap between environmental intention and actual behavior. Drawing on psychological ownership theory, five experiments (including eye-tracking) test two non-utilitarian elements: challenge and moral cues. Presenting a challenge or increasing its difficulty enhances psychological ownership of the environmental project and increases donation amounts; this effect is stronger when moralization activates both internal and external ethical drivers. This research extends psychological ownership theory to the public-goods domain and offers actionable digital incentive strategies for environmental philanthropy.

Suggested Citation

  • Yu, Jing (Jasper) & Wong, Jose Weng Chou, 2026. "Non-utilitarian design in gamified destination donations," Annals of Tourism Research, Elsevier, vol. 116(C).
    • Handle: RePEc:eee:anture:v:116:y:2026:i:c:s0160738325001689
    DOI: 10.1016/j.annals.2025.104062
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