Game-Based Learning Strengthens Attitudinal and Normative Pathways for Sustainable Tourism Practice

This study investigates how serious games enhance sustainability learning in tourism through cognitive–emotional activation and agency-driven behavioural pathways. The sample comprised 354 students from hospitality, culinary arts, and tourism programmes and 255 employees from 15 four- and five-star hotels in Extremadura (Spain). Across six workshops (2023–2025) using Hotel Giant 2 and Typsy, participants simulated environmental, operational, and managerial challenges. A mixed-methods design combined longitudinal quantitative modelling with qualitative reflections. Results show two main theoretical contributions: sustainability learning develops through recursive emotional-normative cycles, and behavioural consolidation differs sharply between students and employees. Practically, MGA indicates distinct learning trajectories, while full-partial mediation highlights layered reinforcement mechanisms. Future research should examine identity-based meaning construction in sustainability adoption.