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Gamification design to foster stakeholder engagement and behavior change: An application to urban freight transport

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  • Marcucci, Edoardo
  • Gatta, Valerio
  • Le Pira, Michela

Abstract

A recent trend to engage and promote sustainable behaviors in transport foresees gamification, i.e. the use of game design elements in nongame contexts. To foster the expected behavior change, one should appropriately conceive, deploy and manage gamification. The paper addresses the problem of gamification design by proposing an advanced user-centered approach accounting for players’ heterogeneous preferences. This is performed using stated preference methods and is applied to a reverse logistics case study. By comparing the results obtained with the proposed approach to those derived from the traditionally adopted ones, the paper shows that the former would provide considerable new insights with respect to players’ heterogeneous preferences, thus, possibly, increasing the chance of achieving satisfactory results. The paper suggests that, whenever designing gamification to foster engagement and behavior change in transport, one should adopt a user-centered approach based on stated choice experiments to maximize its probability of success.

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  • Marcucci, Edoardo & Gatta, Valerio & Le Pira, Michela, 2018. "Gamification design to foster stakeholder engagement and behavior change: An application to urban freight transport," Transportation Research Part A: Policy and Practice, Elsevier, vol. 118(C), pages 119-132.
    • Handle: RePEc:eee:transa:v:118:y:2018:i:c:p:119-132
    DOI: 10.1016/j.tra.2018.08.028
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    6. Holguín-Veras, José & Kalahasthi, Lokesh & Campbell, Shama & González-Calderón, Carlos A. & (Cara) Wang, Xiaokun, 2021. "Freight mode choice: Results from a nationwide qualitative and quantitative research effort," Transportation Research Part A: Policy and Practice, Elsevier, vol. 143(C), pages 78-120.
    7. Lidia Aguiar-Castillo & Alberto Clavijo-Rodriguez & Petra De Saa-Perez & Rafael Perez-Jimenez, 2019. "Gamification as An Approach to Promote Tourist Recycling Behavior," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    8. Hofbauer, Florian & Putz, Lisa-Maria, 2019. "Can gamification reduce the shortage of skilled logistics personnel?," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Blecker, Thorsten & Ringle, Christian M. (ed.), Artificial Intelligence and Digital Transformation in Supply Chain Management: Innovative Approaches for Supply Chains. Proceedings of the Hamburg Int, volume 27, pages 331-354, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.
    9. Karst Geurs & Cathy Macharis, 2019. "The future of European communication and transportation research: a research agenda," REGION, European Regional Science Association, vol. 6, pages 1-21.
    10. Le Pira, Michela & Marcucci, Edoardo & Gatta, Valerio, 2021. "Roman holiday: Tourist heterogeneous preferences for walking path elements," Research in Transportation Economics, Elsevier, vol. 90(C).
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    12. Kumar, Aalok & Anbanandam, Ramesh, 2022. "Assessment of environmental and social sustainability performance of the freight transportation industry: An index-based approach," Transport Policy, Elsevier, vol. 124(C), pages 43-60.
    13. Aljohani, Khalid & Thompson, Russell G., 2020. "Receivers-led delivery consolidation policy: Estimating the characteristics of the most interested businesses to participate," Research in Transportation Economics, Elsevier, vol. 80(C).
    14. Antonio Bucchiarone & Simone Bassanelli & Annapaola Marconi, 2023. "How to Foster Sustainable Behaviors through Multi-Campaigns Rewarding Mechanisms: The AIR-BREAK Experience," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    15. Sergio Rubio & Beatriz Jiménez-Parra & Antonio Chamorro-Mera & Francisco J. Miranda, 2019. "Reverse Logistics and Urban Logistics: Making a Link," Sustainability, MDPI, vol. 11(20), pages 1-17, October.
    16. Behl, Abhishek & Jayawardena, Nirma & Ishizaka, Alessio & Gupta, Manish & Shankar, Amit, 2022. "Gamification and gigification: A multidimensional theoretical approach," Journal of Business Research, Elsevier, vol. 139(C), pages 1378-1393.
    17. Konstantina Katsela & Michael Browne, 2019. "Importance of the Stakeholders’ Interaction: Comparative, Longitudinal Study of Two City Logistics Initiatives," Sustainability, MDPI, vol. 11(20), pages 1-17, October.

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