'Gamification' concept: Theoretical framework and destination marketing management practice

Abstract

Iako je koncept gejmifikacije potekao iz sfere digitalnih medija, svoju primenu je našao i u oblasti menadžmenta destinacija. Ovaj koncept, iako se prvi put pojavio pre šest godina, privukao je pažnju ograničenog broja autora, ali nijednog iz oblasti destinacijskog marketinga i menadžmenta, što ovaj rad svrstava u kategoriju pionirskih. Suštinski bitno za implementaciju gejmifikacije je razumeti osnove, ključne elemente, glavne tehnike, kao i biti kreativan u prilagođavanju koncepta uslovima konkretne industrije. Gejmifikaciju je neophodno razlikovati od samog čina igranja igre, koja je u prirodi nestrukturirana i kreirana za zabavu i razonodu. Gejmifikacija je marketing alat koji se koristi za razvoj odnosa sa potrošačima u okviru netipičnog i dinamičkog okruženja same igre. Analizirana studija slučaja pokazuje na koji način se teorijski utvrđeni principi implementiraju u praksi u realnim situacijama.

Gamified mobile experiences: smart technologies for tourism destinations

“…The tourism industry has already used game elements in all the trip phases (Negrus a et al, 2015), for example, in frequent-flyers programs or pre-trip marketing campaigns for some destinations, such as Ski Jump by Visit Norway (www.visitnorway.com/holmenkollen [23 August 2017]), the Jet Off experience by Geneva (www.jetofftogeneva.com [23 March 2016]) or the Serbian Convention Bureau (Kova cevi c et al, 2014). However, as gamification is a relatively recent concept, only a few destination management organizations (DMOs) have developed gamified experiences for the on-site phase of the trip.…”

Millennials and gamification: A model proposal for gamification application in tourism destination

“…In Serbia, the use of Gamification in tourism is not much applied as it can and should be. The analysis in this paper sets out the Serbia Convention Bureau game "Tour de Serbia" (Kovačević, Zečević, & Veljković, 2014). However, its widespread application in Serbia can not yet be spoken, especially at the level of the tourist destination (local, regional and national).…”

“…). Successful tourist destinations are focused on providing extraordinary experience for tourists and guests and gamification can be recommended for creating emotional ties and reactions with tourists(Kovačević, Zečević, & Veljković, 2014). Gamified Virtual Travel Experience.…”

Applying Gamification to Raise Awareness of Cultural Heritage in Egyptian Museums (Case Study: Alexandria National Museum)

“…Thus, traditional tangible attractions like seasunsand are replaced by the need for experiences. Gamification apps can make tourists experience tourism destinations in many ways (Kovačević et al, 2014).…”