COVID-19 disease caused a very negative impact on air travel demand, driving the aviation industry in 2020 to perform the worst results in the recent history of civil aviation, both in term of the transport of passengers and the transport of goods [1].

Four years after the World Health Organization (WHO) designated the COVID-19 outbreak as a global pandemic, a semblance of "normality" is beginning to reestablish itself. This new normal, characterized by the gradual resumption of daily activities and societal functions, reflects the adaptations and changes people and organizations have implemented to coexist with the ongoing presence of the virus. Enhanced public health measures, widespread vaccination campaigns, and a collective shift in behavior and mindset have all contributed to this evolving sense of stability and routine amidst the pandemic's challenges.

The COVID-19 pandemic has reshaped global air travel, adhere to sequences of service interactions that are coordinated within service delivery networks [2], which involve multiple service providers. Thus, the complexity of customer journeys often results in multiple pain points that diminish the overall customer experience (CX) [3]. It leads to increased stress and heightened expectations among travelers. Airports have become more stressful, with common issues such as long queues, lost baggage, and elevated traveler anxiety [4]. This shift underscores the need for Indonesian airports to revamp their customer experience strategies to restore trust and satisfaction.

The aviation industry is a complex ecosystem involving numerous players, including airlines, airports, air traffic controllers, and ground handlers. Gamification offers innovative methods for each of these participants to engage with their stakeholders and achieve their objectives.

In the contemporary airport environment, gamification has emerged as a crucial strategy for addressing the multifaceted challenges of passenger experience. As airports grapple with the heightened stress and complexity introduced by the COVID-19 pandemic, travelers are increasingly encountering issues such as extended wait times, confusing signage, and overall dissatisfaction with services. 

Gamification requires the voluntary participation of customers/users in value cocreation experiences with firms [5]. Gamification, which involves applying game-design elements in non-game contexts, offers a promising solution to these problems by transforming routine airport interactions into engaging and enjoyable experiences. For instance, incorporating gamified elements such as interactive wayfinding, digital scavenger hunts, or reward-based loyalty programs can significantly enhance passenger engagement and reduce perceived stress. By making processes like check-in and security screening more interactive and rewarding, gamification can help alleviate the frustrations associated with air travel. Furthermore, as airports face intense competition in a recovering aviation market, differentiating through innovative customer experiences becomes imperative. Gamification not only helps to create memorable experiences that stand out but also fosters a sense of community and loyalty among passengers. This approach can streamline operations, improve efficiency, and ultimately lead to higher levels of customer satisfaction and retention. As Indonesian airports seek to elevate their service standards and adapt to evolving traveler expectations, embracing gamification presents a valuable opportunity to enhance the overall passenger journey and strengthen their competitive position.

Airports connect places to the global economy and that airports are much more than facilities for travellers to get flights, attend intransit business meetings, or conduct duty-free shopping [6]. Airports have evolved into pivotal elements of the air transportation system, extending beyond their primary functions of aircraft landing and take-off. This evolution highlights the multifaceted roles that modern airports play in facilitating travel and commerce. Airports are integral in enabling travelers and cargo to transition seamlessly between ground and air transport. This fundamental role underscores the need for airports to adopt sophisticated marketing strategies to cater to the diverse needs of air transport users [7].

In the context of Indonesia, where the aviation industry is rapidly expanding, enhancing customer experience at airports has become a crucial objective. Airport services can elevate the travel experiences of passengers, particularly in relation to tourism [8]. Customer experience encompasses the journey customers undertake, which involves their mental, emotional, sensory, social, and spiritual reactions to every direct and indirect interaction with a company over different time periods, known as touchpoints [9-14]

Indonesia's geographical makeup, being an archipelago with over 17,000 islands, relies heavily on air transportation for both domestic and international connectivity. With the rise in air traffic and the increasing expectations of passengers, Indonesian airports must focus on innovative ways to enhance their service offerings and overall user experience.

One promising strategy to elevate customer engagement and satisfaction is the implementation of gamification IT solutions. Gamification, the application of game-design elements in non-gaming contexts, has proven effective in various industries to address psychological need satisfaction [15] by enhancing user engagement and motivation [16].

The concept involves incorporating elements such as points, badges, leaderboards, and challenges to create a more engaging and interactive environment for users. Gamification also define as a method of enhancing service by incorporating elements that promote gameful experiences, ultimately enhancing overall user value [4].

By integrating gamification into airport operations, Indonesian airports can create a more interactive and enjoyable experience for travelers. This can be achieved through various means, such as mobile apps that offer rewards for completing certain tasks, interactive information kiosks, and virtual reality experiences that entertain and inform passengers. For example, mobile apps can provide passengers with real-time updates on their flights, interactive maps of the airport, and opportunities to earn reward points by participating in activities such as exploring different areas of the airport or providing feedback on services.

Research indicates that gamification can significantly improve customer satisfaction by making routine processes more engaging and reducing perceived wait times [1]. Long wait times at check-in, security, and boarding are common pain points for travelers. Gamified solutions can transform these periods of inactivity into opportunities for engagement and entertainment. For instance, interactive kiosks equipped with games and quizzes can keep passengers entertained while they wait, making the time seem to pass more quickly.

Airports can also use gamified loyalty programs to reward passengers for frequent travel or participation in airport activities, thereby fostering a sense of loyalty and encouraging repeat business. These programs can include earning points for each flight taken, participating in airport events, or using certain airport services, which can then be redeemed for various rewards such as discounts on future flights, access to premium lounges, or merchandise from airport shops. This not only enhances the passenger experience but also incentivizes the use of airport facilities and services.

Additionally, gamified elements can enhance the efficiency of airport services by guiding passengers through various processes, such as check-in and security, in a fun and engaging manner [17]. For example, augmented reality (AR) applications can provide passengers with step-by-step instructions on how to navigate the check-in process, find their gate, or locate amenities within the airport. By turning these often stressful and confusing processes into a game-like experience, passengers are more likely to remain calm and satisfied.

While gamification offers a compelling solution for enhancing customer experience, it is not the only approach that can be employed. Other strategies such as personalized services, advanced customer service training for staff, and the use of artificial intelligence (AI) to provide real-time assistance and information can also significantly improve passenger satisfaction. Personalized services can include tailored travel recommendations, bespoke in-flight services, and personalized communication based on passenger preferences. Advanced customer service training ensures that airport staff can effectively handle diverse passenger needs and situations, providing a warm and efficient service experience. AI-powered solutions can offer instant responses to passenger inquiries, optimize airport operations, and predict passenger flow to reduce congestion.

In order to meet the evolving demands of air transport users in Indonesia, airports must adopt innovative marketing strategies that prioritize customer experience. Implementing gamification IT solutions offers a promising avenue for differentiation, enhancing passenger engagement, satisfaction, and overall airport efficiency. However, combining gamification with other advanced strategies such as personalized services, customer service training, and AI can create a holistic approach to significantly elevate the customer experience at Indonesian airports. This multifaceted strategy not only improves the airport's market position but also contributes to a more integrated and enjoyable air transportation system.

This research aims to explore the potential of gamification IT solutions and other innovative strategies to enhance customer experience at Indonesian airports. A qualitative case study methodology will be employed, as it allows for an in-depth exploration of the phenomenon within its specific context through various data sources [18].

Research Design

This research will use qualitative research, which has strength [19] in its ability to provide complex textual descriptions of how people experience a given research issue. The qualitative case study approach involves several key components:

1. Case Selection

2. Data Collection

3. Data Analysis

Case Selection

The study will focus on one of the busiest airports, it serves as a hub for both domestic and international flights in Indonesia which is Soekarno Hatta International Airport. This case study is considered by its sizes, passenger volumes, and levels of technological adoption. These airports will provide a diverse representation of the Indonesian airport landscape, enabling the exploration of different contexts and challenges.

Data Collection

Authentic/ real data are indispensable in qualitative research. They enable the development of codes, themes, and concepts that reflect participants' lived experiences and perspectives rather than being dictated by the researcher. Real data are the data that are obtained through direct observation, interviews, surveys, or other research methods [20]. Multiple data sources will be utilized to gather comprehensive information on the implementation and impact of gamification and other customer experience enhancement strategies. These sources include:

1. Interviews

   • Airport Management: Senior officials and department heads responsible for operations, marketing, and customer service.

Participant Selection: Interviews will be conducted with:

• Front-Line Staff: Employees directly interact with passengers, such as check-in agents, security personnel, and customer service representatives.

• Passengers: A diverse sample of passengers, including frequent flyers, occasional travelers, and tourists.

A semi-structured interview guide will be developed, covering topics such as experiences with customer service, and suggestions for improvement. Interviews will be conducted in person or via video conferencing, depending on the availability and convenience of participants.

1. Observations

Observation will be focused on key areas where gamification and other innovations are possible to be implemented, such as check-in counters, security checkpoints, and passenger lounges. Used of recording observations will be detailing field notes will be taken to document the interactions and behaviors of passengers, as well as the functionality and user-friendliness of the gamified elements. Observations will focus on identifying patterns and behaviors that indicate the effectiveness of these innovations design.

1. Documents and Reports

Relevant documents will be collected from the participating airports, including Internal reports on airport operations and performance, Customer feedback forms and surveys, and Marketing and strategic planning documents. These documents will be systematically reviewed to extract information related to the research objectives, providing a historical and contextual background to support the findings from interviews and observations.

Data Analysis

1. Thematic Analysis

Thematic analysis usually used to construct a conceptual model of their findings through a series of steps, including keyword and quotation selection, coding, theming, interpretation, and model development [21]. Initial analysis will involve identifying relevant data segments that correspond to the research questions. This will be followed by the development of broader themes that capture the main patterns in the data. Themes will be developed iteratively, with constant comparison between data from different sources to ensure a comprehensive understanding of the phenomenon. The themes will be interpreted to provide insights into how gamification and other strategies impact customer experience at Indonesian airports, identifying both successes and areas for improvement.

2. Triangulation

Triangulation refers to the use of multiple methods or data sources in qualitative research to develop a comprehensive understanding of phenomena [22]. Triangulation also has been viewed as a qualitative research strategy to test validity through the con-vergence of information from different sources [23]. This analysis will be employed to enhance the credibility and validity of the findings by cross-verifying information from interviews, observations, and documents. The use of these multiple data sources will be maximized during the study. The use of multiple lenses/ perspectives (management, staff, and passengers) will provide a holistic view of the phenomenon, revealing different facets of the implementation and outcomes of gamification and other strategies.

Ethical approval will be sought from the relevant institutional review board. Informed consent will be obtained from all participants, ensuring their voluntary participation and the confidentiality of their responses. Participants will be assured that their identities will be protected and that data will be used solely for the purposes of this research.

The qualitative case study methodology will provide a robust framework for exploring the potential of gamification IT solutions and other innovative strategies to enhance customer experience at Indonesian airports [18]. By leveraging multiple data sources and perspectives, this approach will yield rich, detailed insights into the effectiveness and challenges of these strategies, contributing valuable knowledge to the field of airport management and customer service enhancement.

Based on the qualitative design, respondents were selected according to key demographic variables, including gender, age, and frequency of travel.

The sample consists predominantly of male respondents, with 70% identifying as male and 30% as female. This gender distribution indicates a male-skewed sample, which may either mirror the demographic profile of frequent travelers at Soekarno-Hatta Airport or reflect the specific focus of the survey. Age distribution reveals that 70% of respondents fall within the 31-40 age bracket. This demographic is likely indicative of business travelers or regular commuters. Respondents aged 21-30 represent 10% of the sample, while those aged over 40 comprise 20%. In terms of travel frequency, 90% of respondents are categorized as frequent flyers, suggesting a regular travel pattern. Conversely, 10% of respondents are classified as occasional travelers. This predominance of frequent travelers implies that the survey primarily captures the perspectives of individuals with extensive experience and familiarity with airport services and operations.

The satisfaction survey data from Soekarno-Hatta Airport reveals key insights into the current customer experience:

1. Very Satisfied (10%):

Only 10% of respondents expressed that they were "Very Satisfied." This indicates that while some travelers have had a highly positive experience, this group is relatively small. The factors contributing to this high level of satisfaction could include exceptional service, smooth processes, or pleasant surprises during their airport visit. However, the small percentage suggests that there’s room for improvement in creating more exceptional experiences for a broader range of customers.

1. Satisfied (80%):

The majority of respondents (80%) are "Satisfied." This suggests that most travelers find their experience at Soekarno-Hatta Airport to be adequate and acceptable. They likely encountered no major issues, but there may also be a lack of memorable or standout experiences. This large proportion of satisfied customers shows that the airport is functioning well but may not be delivering extraordinary experiences that could elevate satisfaction to the next level.

1. Neutral (10%): 

10% of respondents reported feeling "Neutral," indicating that their experience at the airport was neither particularly positive nor negative. This neutrality could be due to a variety of reasons, such as a lack of engagement, unremarkable services, or simply a routine experience that failed to stand out. This segment represents an opportunity for the airport to introduce enhancements, such as gamification, to make their experience more engaging and enjoyable.

In the study, the main experience of Soekarno Hatta Airport was discovered through the enjoyable and frustrating experience of the respondents which is shown in Table:

Implications for Gamification

The data suggests that while many customers are satisfied, there's a significant opportunity to enhance their experience through engagement strategies like gamification [24-27]. By introducing interactive and rewarding activities, the airport could move more customers from "Satisfied" to "Very Satisfied”. Gamification can be particularly effective in addressing the needs of the neutral group. By adding elements of fun, competition, and rewards, the airport can transform a neutral experience into a positive one, increasing overall customer satisfaction. For those who are already satisfied, gamification can provide that extra touch to make their visit more memorable. Whether through digital games, loyalty programs, or interactive installations, these enhancements can help elevate the airport experience. Soekarno-Hatta Airport is performing well in terms of customer satisfaction, there’s potential to boost the number of "Very Satisfied" customers by introducing gamification elements that make the experience more engaging and memorable. This approach could also convert neutral experiences into positive ones, further enhancing overall satisfaction.

The survey results indicate that passengers are generally receptive to gamification initiatives at Soekarno-Hatta Airport, with several expressing positive expectations. Some respondents believe that gamification could enhance the waiting experience before boarding and improve overall passenger satisfaction, especially if visually appealing and offer tangible benefits such as redeemable points for airport services like VIP lounge access. However, responses also suggest variability in acceptance, as some passengers may not find gamification appealing, particularly those focused solely on the travel process. Overall, the feedback points to a potential increase in passenger loyalty and a more enjoyable airport experience for those who engage with the gamified features.

While passengers are generally receptive to gamification initiatives at Soekarno-Hatta Airport, several potential challenges and barriers could affect successful implementation. Some respondents expressed concerns that gamification might feel unnecessary, especially for those close to boarding time, and that critical touchpoints could face regulatory challenges. Additionally, securing the necessary permissions within the airport environment could pose logistical hurdles. If the gamification features are not well-designed or are overly complex, there is a risk that passengers may feel confused or reluctant to participate. Furthermore, not all passengers may be interested in or comfortable with gamified elements, preferring a more straightforward and efficient airport experience. Budget constraints, resource capacity for maintaining the new infrastructure, and the time required for proper implementation also emerged as potential obstacles. There also a concern that some passengers might struggle with the technology, leading to confusion and diminishing the intended benefits of the gamified experience.

Here are the strategies for addressing potential challenges in implementing gamification at Soekarno-Hatta Airport:

1. Ensure gamification features are concise, straightforward, and easy for passengers to engage with, avoiding complexity or unnecessary steps.

2. Collaborate closely with relevant stakeholders and airport management to address regulatory requirements and secure necessary permissions.

3. Develop gamification elements that are both creative and interactive to enhance passenger appeal and engagement.

4. Project Financing: Plan project financing carefully to cover costs related to research, infrastructure, and maintenance.

5. Explore solutions to ensure adequate human resource capacity for maintaining the new infrastructure.

6. Provide passengers with guidance and educational resources during the initial rollout to help them understand and adapt to the gamified features.

7. Consider offering ongoing support to assist passengers with technology-related challenges or confusion.

Based on the results of all respondents, we discovered detailed insights into passenger preferences for various gamified activities at airports, illustrating how different features engage passengers to varying degrees.

Reward Points (40%) emerged as the most popular gamified activity, with 40% of respondents indicating a strong preference for this option. This suggests that passengers are significantly motivated by incentive-based systems where they can earn and redeem points for various benefits. The high level of interest in reward points highlights their potential effectiveness in enhancing passenger engagement and overall satisfaction.

Interactive Maps (35%) were the second most favored activity, with 35% of respondents supporting this feature. The preference for interactive maps indicates that passengers value tools that assist in navigation and provide personalized information about the airport [28]. This suggests that incorporating interactive maps into airport services could greatly improve the passenger experience by making navigation more efficient and user-friendly.

Quizzes (15%) were the least preferred gamified activity, with only 15% of respondents finding them engaging. The lower level of interest in quizzes suggests that while they may offer some potential for engagement, they are less effective compared to other options. This implies that airports might need to explore alternative or additional engagement strategies to better align with passenger preferences.

Airport-wide competitions (10%) were identified as the least favored activity, with just 10% of respondents indicating they would find such competitions engaging. The minimal interest in large-scale competitive activities suggests that passengers may not find these competitions particularly appealing. This could be attributed to a preference for more individualized or straightforward engagement methods. Consequently, airports might benefit from focusing on more personalized or reward-driven gamification strategies.

The introduction of these gamified activities is expected to substantially improve the customer experience. Interactive maps will facilitate better navigation within the airport, reducing confusion and stress and making it easier for passengers to find amenities and services. Reward points will incentivize engagement by offering rewards for participation, transforming routine interactions into more enjoyable experiences. Personalized gamified features will cater to individual preferences, making passengers feel valued and enhancing their satisfaction.

This result is strengthened by finding which mention gamification can be used as a marketing tool that allows [29]:

1. Collecting data, opinions and ideas from consumers on products, forms, and moments of consumption, etc.; 

2. Helping with market segmentation and consumer profiles definition; 

3. Reinforcing the posi tioning and associations with innovation; 

4. Stimulating customers to visit the store (if applicable) in order to make the experience more tangible

5. Communicating directly with consumers; 

6. Promoting word-of-mouth and brand advocacy;

7. Stimulating relationships between peers; and,

8. Promoting brand experiences.

The development of gamification features at Soekarno-Hatta Airport is structured into several phases to ensure a comprehensive and effective implementation. The process begins with Initial Research and Analysis over 1-2 months, involving a review of current engagement practices, passenger surveys, and infrastructure assessments to understand preferences and feasibility. This is followed by Concept Development and Design for 2-3 months, where concepts such as reward points, interactive maps, quizzes, and airport-wide competitions are designed, refined with stakeholder input, and turned into prototypes. In the Pilot Testing and Evaluation phase, lasting 2 months, these prototypes are implemented on a small scale to collect data on passenger interactions and gather feedback for further refinement. The Full-Scale Implementation phase spans 3-4 months, during which the gamification features are rolled out across the airport, integrated with existing systems, and supported by staff training. Finally, Ongoing Monitoring and Optimization is a continuous phase that involves tracking the performance of the gamification features, collecting passenger feedback, and making iterative improvements to enhance the system. People navigate a complex route that defines their entire consumption experience [30]. Overall, these improvements aim to create a more engaging, rewarding, and satisfying airport experience, addressing common pain points and contributing to a more positive perception of Soekarno-Hatta Airport.

The authors declare that they have no conflict of interest

No funding sources

The study was approved by the Prasetiya Mulya School of Business and Economics

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