Workplace gamification and loyalty dynamics in Gen Z and Y tourism workers

This study looks at how gamifying the workplace and focusing on purpose-driven cultures shape employee loyalty, especially among Gen Z and Gen Y workers in tourism and hospitality. The researchers pulled together stories and feedback from 116 private tourism companies spread across seven Western European countries. They wanted to see what happens when companies use game-like performance systems—complete with goals, feedback, and rewards—and how these mesh with the expectations and values of younger generations.
The results are interesting. Gamification seems to boost engagement and motivation, especially for Gen Z, who’ve grown up in digital, interactive, and competitive spaces. But there’s a flip side. For Gen Y, these systems can crank up the pressure, make everything super transparent, and, sometimes, fuel way too much competition. That leads some of them to think about quitting.
There’s another important twist, though. When companies build a culture around purpose—connecting daily work to bigger social and personal meaning—they help steady the ship. This kind of culture eases the negative downsides of gamification and builds loyalty in both generations over time. The idea of a “purpose economy” pops up here, focusing on meaningful work, shared values, and a collective sense of mission as the real keys for getting people engaged.
So, the big takeaway is that gamification isn’t one-size-fits-all. It can be a great motivator, but it only really works if it’s rolled out thoughtfully and woven into a culture that cares about purpose. For anyone leading a tourism company, the message is clear: blend innovation in how you measure and motivate with a real sense of meaning, and you’ll see loyalty stick around.