gameification

Gamification in Tourism

The advancements of mobile technologies, location based technologies and virtual reality have motivated game designers to create innovative gameplay for diverse purposes and multiple contexts, such as travel and tourism. Games mechanics and game design thinking play an increasingly important role in non-gaming contexts – also known as gamification. This novel development has the power to change people’s motivation and behaviour and help creating new and unique tourism and travel experiences.

This report presents ten best practices for pre, during and after travel that pioneered the application of games and gamification concepts, to create innovative products and services for the travel and tourism industry.

Gaming is an often-underestimated activity that is said to only appeal to pubescent boys, who isolate themselves playing video games on X-Box, Nintendo Wii or desktop computers for hours or even days. Indeed, games are a powerful industry comprising a market share of $93 billion in 2013 and an estimated growth to $222 billion by 2015.

Most recently, the image of games experienced a change with the transition from online video games to pervasive gaming, with the advent of mobile technologies and the accompanied opportunity to play games everywhere. Mobile games are the fastest growing game segment almost doubling its revenue between 2013 and 2015 from $13 to $22 billion. These advancements of mobile technologies have motivated game designers to create innovative gameplay for diverse purposes and multiple contexts, such as travel and tourism.

Beside the progress in the mobile game market, games mechanics and game design thinking has lately been used in non-gaming contexts – also known as gamification. This novel development has the power to change people’s motivation and behaviour, develop skills and drive innovation.

Whereas some tourism players are still concerned with their social media strategy, others have already moved on to implement gaming into their marketing strategy, to engage customers and employees in new ways and to create a culture of playfulness and fun. Recent technological advancements initialise current developments that are attested by research in positive psychology and behaviour sciences. There is a shift from an information to a ludic society.

This report looks at the following best practices:

- Location-based Augmented Reality Games

- Gamified Travel Tours for Urban and Rural Environments

- Gaming in Theme Parks

- Gaming in Cultural Heritage

- Gamification and Transmedia Storytelling

- Gamified Restaurant Experience

- Gamification in Hospitality

- Gamified Flying Experience

- Experiencing Virtual Cultural Heritage

- Gamified Virtual Travel Experience


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