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This paper explores a novel way to evaluate the benefit of gamified strategy in business domain with a focus on hotel loyalty program that is a key strategy in attracting business to its properties. It presents a data-driven approach for discovering the patterns of different hotel loyalty programs using analytic hierarchy process, whereas a measure of game refinement is employed to quantify the game sophistication level of each gamified strategy. The results show interesting observations on the game sophistication of hotel reward in a specific area. Meanwhile, it is found that the selected comparison items of these hotel rewards and the number of the customers are highly related.

Evaluation of Hotel Loyalty Program with Game Refinement Theory and Analytic Hierarchy Process