Gamification Marketing in Roblox Metaverse Tourism: A Case Study of Anytime Tour

This paper investigates the effectiveness of gamification in Roblox-based Metaverse tourism through a case study of Anytime Tour. The study evaluates how gamified virtual tours enhance user engagement, motivate real-world travel, and support marketing efforts for tour agencies. Data from questionnaire responses of players and tour agencies were analyzed using descriptive statistics. The results demonstrate high levels of user immersion and motivation to visit real-world locations, with tour agencies reporting significant marketing benefits. The findings highlight gamification's potential to transform virtual tourism experiences and serve as powerful marketing tools.