The impact of gamified design of rural digital intelligent cultural tourism products on tourist experience： model construction and empirical testing
FENG Juan1,2， ZHOU Shengyu1,2， YAN Yan3， CHENG Shaowen1,2， HU Jing1,2
(1.College of Urban and Environmental Science， Central China Normal University， Wuhan 430079， China；2.Wuhan Branch of China Tourism Academy， Wuhan 430079， China；3.School of Marxism， Central China Normal University， Wuhan 430079， China)
Abstract：The development of rural digital intelligent cultural tourism is burgeoning， with gamification technologies that effectively enhance tourist experiences being applied in the tourism practices of some rural areas in China. This paper closely tracks the innovative development practices of digital intelligent cultural tourism in rural China. It clarifies the gamified design elements and experiential value dimensions of rural digital intelligent cultural tourism products to construct a theoretical model of the impact of rural digital intelligent cultural tourism product design on tourist experiential value and conducts an empirical testing using structural equation modeling. The main research conclusions indicate that： 1) Rural gamified rural digital intelligent cultural tourism products are a new type of product form that introduces gamification design concepts into the intelligent transformation and construction of rural tourism. The product design mainly invovles four elements： scene creation， game mechanics， technological intervention， and story setting. 2) The tourist experiential value of rural gamified digital intelligent cultural tourism products can be manifested through three dimensions： functional value， emotional value， and achievement value. 3) Among the design elements of rural gamified digital intelligent cultural tourism products， the main impact path on tourist experiential value is story setting， followed by technological intervention， while scene creation and game mechanics do not have a significant impact on tourist experiential value. This study is a beneficial supplement to the theories of tourism gamification and tourism experiential value， and provides theoretical references for the gamification practice and digital intelligent cultural tourism development in rural China.
冯 娟,周盛雨,闫 岩,程绍文,胡 静,. 乡村数智文旅产品游戏化设计对游客体验的影响：模型构建与实证检验[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 482-492.
FENG Juan,ZHOU Shengyu,YAN Yan,CHENG Shaowen,HU Jing,. The impact of gamified design of rural digital intelligent cultural tourism products on tourist experience： model construction and empirical testing. journal1, 2025, 59(3): 482-492.
2025, Vol. 59 
