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They were shown a description of a hypothetical game scenario that they were asked to imagine to be available while at the aquarium. The partial least squares method was used to analyze the data from 225 returns.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The study shows that gamification can satisfy a visitor\u2019s desire to learn and enjoy the aquarium simultaneously. Gamification is limited by the visit motivation and the attitudes toward marine animals that visitors bring with them. The usefulness of gamification is limited when visitors desire relaxation during the visit.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study considers the application of gamification in the context of aquariums and the tourism field and the non-technology-related antecedents to the use of gamification. Gamification is not silver bullet for every situation, and a good understanding of potential users is important for its success and targeting of players. The importance of intrinsic benefits over extrinsic benefits is confirmed. 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