The hospitality industry has so far failed to tap into the potential of edutainment (education and entertainment) play for its economic sustainability. Subsequently, the present study has addressed this practical gap with the framework coined ‘Innovating to better Play” (I2BP). The framework is articulated around four axes, namely child-centric activity matrix (products and services offered are determined by the market and the age of the children); triple pillars of children’s play transformation (collaboration amongst experienced entertainers, pedagogues, families with children, and local communities where the campsites are located); firm innovation (articulation resources and procedures to place); and finally, the implementation of the I2BP framework. The study ends by suggesting that future research should investigate the impacts of edutainment activities on the cognitive development of children, alongside the modality of training for staff who will be delivering the edutainment activities in resorts and campsites.
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Grande, KSéraphin, H
Oxford Brookes Business School
Year of publication: 2025Date of RADAR deposit: 2025-05-12
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