<![CDATA[This study explores the use of a gamified trial service as an innovative promotional strategy to enhance student recruitment in private higher education. It examines how a business simulation-based trial experience influences prospective students' perceptions of service quality, learning experiences, and enrollment intentions. A qualitative approach was employed using participant observation and semi-structured interviews. Forty prospective students participated in the business simulation, and five participants were purposively selected for in-depth interviews. Data were analyzed thematically until saturation was achieved. The findings indicate that the gamified trial service created an engaging and authentic pre-enrollment experience that positively influenced participants' perceptions of service quality and business education. The simulation enhanced experiential learning by improving participants' understanding of business decision-making, risk management, and problem-solving while increasing their engagement with the university. Although these positive experiences did not consistently translate into immediate enrollment intentions, they fostered favorable attitudes toward the institution and encouraged positive word-of-mouth. This study contributes to the higher education marketing literature by integrating experiential marketing, gamification, service quality, and the Theory of Planned Behavior into a single framework. The findings suggest that gamified trial services represent a promising promotional innovation for strengthening institutional differentiation and supporting long-term student recruitment strategies.]]>
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