Managing group flow experiences in escape rooms

Abstract

Purpose This paper theoretically and empirically aims to explore customer group flow experiences with an urban adventure game called “escape rooms”. Design/methodology/approach A comprehensive model of group flow antecedents and consequences is proposed and empirically verified by means of survey research and SEM methodology. Findings The results indicate that key determinants of group flow experiences are the collective challenge/skills balance, and theming and storytelling. Group flow, in turn, significantly affects participants’ revisit intentions and word-of-mouth communications, as well as group cohesion and subjective quality of life. Practical implications The supported research model provides an insight into how group flow experiences can be facilitated by means of gamification and yields important managerial implications. These are systematically discussed in regard to antecedent and consequence constructs. Originality/value This paper is one of the first papers to systematically examine the antecedents and consequences of group flow experiences at adventure game-based attractions. It contributes to the understanding and management of peak experiences in contemporary hospitality and tourism.