The impact of alternate reality games on tourists’ loyalty behaviors: mediating effect of memorable tourism experience and cultural knowledge

Purpose The purpose of this study was to investigate how alternate reality games (ARGs) influence visitors’ loyalty behaviors at cultural destinations, specifically focusing on their intention to recommend these sites. Design methodology approach A structural model approach was used to investigate how ARGs impact tourist behavioral intentions at cultural sites. The researchers used purposive sampling, targeting individuals with prior ARG experience in cultural heritage settings. Data were gathered from university students and members of Facebook’s Taiwan ARG League via online and in-person surveys. Findings The results suggest that gamified immersion features of ARGs (sensory, challenge and imaginative) improve tourists’ memorable tourism experience and cultural knowledge of a destination. In addition, these memorable experiences and cultural knowledge mediate the relationship between immersion features and the intention to recommend the destination. A robustness check (Sobel test) confirmed these mediating effects. Originality value This research expands the limited understanding of how ARGs experiences can foster loyalty behaviors within cultural tourism, offering new insights into their potential benefits. Theoretically, it demonstrates that ARGs at cultural sites enhance tourists’ experiences and knowledge, promoting destination loyalty through memorable, immersive interactions. In addition, it highlights the importance of reciprocity and equity theories, suggesting that positive experiences gained through ARGs experiences motivate tourists to “give back” by recommending the site to others.