Destination Ladakh: unlocking brand equity through gamification and user-generated content

Key Points

• The research aims to explore the impact of gamification and user-generated content on brand equity in tourism destinations.
• Qualitative analysis of user-generated content related to Ladakh
• Assessment of gamification strategies used by tourism brands
• Comparative analysis of brand equity metrics pre- and post-gamification
• Gamification significantly increased user engagement and brand visibility.
• User-generated content contributed positively to brand equity.
• A correlation was found between gamification features and increased customer loyalty.