Article: Destination Ladakh: unlocking brand equity through gamification and user-generated content Journal: International Journal of Tourism Policy (IJTP) 2026 Vol.16 No.3 pp.241 - 260 Abstract: This study investigates the influence of gamification on destination brand equity by integrating the consumer-based brand equity (CBBE) model with the RAMP framework for gamification. The research explores the role of motivational affordances such as relatedness, autonomy, and purpose in shaping user-generated content (UGC) and overall brand equity. This study adopts a quantitative approach, utilising partial least squares structural equation modelling (PLS-SEM) to analyse the data gathered from 193 frequent travellers. The results reveal that gamification enhances brand equity through the generation of UGC, driven by motivational factors such as relatedness, autonomy, and purpose. UGC has a significant impact on brand awareness and loyalty, which in turn influences overall brand equity. Notably, brand image indirectly affects equity via loyalty, while its direct influence remains nonsignificant. This research contributes to the limited literature on gamification in destination branding and provides insights for marketers on leveraging gamification to engage travellers, promote user participation, and strengthen destination brands. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Abhisek Dutta; Brajesh Kumar; Meghna Banerjee

Addresses: Department of Marketing and Business Strategy, ICFAI Business School Hyderabad (A Constituent of the ICFAI Foundation of Higher Education), Hyderabad, 501203, India ' School of Business, RV University, Bengaluru, 560059, India ' NIIT Ltd., Gurugram, 122001, India

Abstract: This study investigates the influence of gamification on destination brand equity by integrating the consumer-based brand equity (CBBE) model with the RAMP framework for gamification. The research explores the role of motivational affordances such as relatedness, autonomy, and purpose in shaping user-generated content (UGC) and overall brand equity. This study adopts a quantitative approach, utilising partial least squares structural equation modelling (PLS-SEM) to analyse the data gathered from 193 frequent travellers. The results reveal that gamification enhances brand equity through the generation of UGC, driven by motivational factors such as relatedness, autonomy, and purpose. UGC has a significant impact on brand awareness and loyalty, which in turn influences overall brand equity. Notably, brand image indirectly affects equity via loyalty, while its direct influence remains nonsignificant. This research contributes to the limited literature on gamification in destination branding and provides insights for marketers on leveraging gamification to engage travellers, promote user participation, and strengthen destination brands.

Keywords: gamification; tourism technology; destination brand; CBBE; consumer-based brand equity; RAMP; relatedness-autonomy-mastery-purpose; framework; SDT; self-determination theory.

DOI: 10.1504/IJTP.2026.154178

International Journal of Tourism Policy, 2026 Vol.16 No.3, pp.241 - 260

Received: 23 Jul 2025
Accepted: 18 Jan 2026
Published online: 15 Jun 2026 *

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

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