New Toy of Marketing Communication in Tourism: Gamification

Yilmaz, Hakan; Çoşkun, İnci Oya

doi:10.1007/978-981-10-0087-4_4

Cited by 15 publications

(8 citation statements)

References 15 publications

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“…This mobile application has been available since 2011 on Android and iOS devices, accounting for between 50,000 and 100,000 downloads from Google Play (no data on iOS downloads available) (Stadler and Bilgram, 2016). Yılmaz and Cos kun (2016) explore the use of gamification as a tool for marketing communication in tourism. They conclude that the amount of examples of gamified experiences in the tourism industry will grow with the help of digital technology developments.…”

Section: Gamification Applied To Destination Management Organizationsmentioning

confidence: 99%

“…Regarding "pure" gamified tourism experiences, Yılmaz and Cos kun (2016) remark that the implementation of gamification will contribute immensely to tourism businesses, as gamification experiences will provide data on consumer behaviour regarding tourism goods and services selection, especially when supplemented by data collected through mobile technologies and smartphones. Analytics are key tools when converting these data into valuable information for DMOs.…”

Section: Analytics Applied By Destination Management Organizationsmentioning

confidence: 99%

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Gamified mobile experiences: smart technologies for tourism destinations

García

Linaza

Gutierrez

et al. 2019

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Purpose The purpose of this paper is twofold: to present gamified mobile experiences as valid tools for DMOs to enrich the experience of tourists, and to present the benefits provided to DMOs by analytics tools integrated on gamified mobile experiences. Design/methodology/approach Staff from three DMOs have generated a gamified mobile experience using a custom authoring tool designed and developed to fulfil their requirements. This gamified experience has targeted families with children visiting Basque Country during off-peak season. The experience has been validated over a period of seven weeks within a pilot project promoted by the local tourist information offices of the DMOs. Data directly provided by tourists and data gathered from analytic tools integrated on the gamified mobile experience have been analysed to fulfil the research objectives presented on the paper. Findings Both DMOs and tourists can benefit from gamified mobile experiences. The integration of analytics tools to gain insights into the behaviour of tourists can be a relevant information source for DMOs. Research limitations/implications The pilot project has targeted a niche tourism market, families with children visiting Basque Country, and has been running during off-peak season. Further studies focusing on other tourist types and different tourism season and destination types will be required to strengthen the validation of the research objectives presented on this paper. Practical implications The paper promotes both the development of gamified mobile experiences and the inclusion of analytics tools for DMOs to obtain relevant information about tourists and the mobile experiences. Originality/value A gamified mobile experience is generated by DMOs, validated on the basis of experience of real tourists. The analytics tools inside the gamified mobile experience provide DMOs with relevant information.

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Section: Gamification Applied To Destination Management Organizationsmentioning

confidence: 99%

Section: Analytics Applied By Destination Management Organizationsmentioning

confidence: 99%

Gamified mobile experiences: smart technologies for tourism destinations

García

Linaza

Gutierrez

et al. 2019

View full text Add to dashboard Cite

show abstract

“…The benefits of gamification are well documented in the literature, including employee engagement and performance in the workplace (Robson et al, 2016;Negrus a et al, 2015) and communication and marketing (Sever et al, 2015;Yılma and Cos kun, 2016). Negrus a et al (2015) argue that gamification can be positive not only to companies but also to society and the environment.…”

Section: Literature Review 21 Benefits and Challenges Of Gamificationmentioning

confidence: 99%

“…From a marketing's perspective, gamification can be helpful in many ways, namely, for enhancing loyalty, communication, advertising and involvement. Yılma and Cos kun (2016) explain that there is a tendency for new communication and marketing tools to embrace new approaches to engage their consumers because traditional forms do not captivate consumers of recent generations. Concerning the potential of gamification for tourism marketing and communication, Sever et al (2015) argue that ICTs have contributed to transforming tourism business structures and that gamification has been useful as it creates fun experiences while transmitting data and content.…”

Section: Literature Review 21 Benefits and Challenges Of Gamificationmentioning

confidence: 99%

How can gamification contribute to achieve SDGs?

Souza

Marques

Veríssimo

2020

JHTT

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Purpose Ecogamification can make a positive impact on Tourism. With this in mind, the present study aims to examine specific stakeholders – those positioned at the upstream side of gamification process – and their perspectives concerning not only the benefits, but also the challenges of (eco)gamification. Design/methodology/approach The study follows a qualitative-exploratory approach and bases its results on the analysis of 10 in-depth interviews conducted with buyers and providers from the emerging Portuguese tourism and tech markets. Findings Results shed light on key benefits of ecogamification, including its potential to promote “green” behaviour, transmit complex information through entertainment, reward users for good practices, improve engagement and help avoiding overtourism. Simultaneously, there are important challenges to overcome, including the lack of investment, resistance to new technologies, low eco-consciousness of tourists and distraction from issues that matter. Further, findings show that ecogamification takes on different and specific roles for buyers and providers. Research limitations/implications The research limitations are mainly related to the sample size. Practical implications An effective ecogamification process depends on the integration of the supply and demand sides and, at the same time, on the responsibility of different stakeholders (providers, buyers, players) across the value chain, through a broad logic of B2B2C. Originality/value This study contributes towards a better understanding of ecogamification in tourism, through the eyes of buyers and providers and also provides insights regarding the role of these specific stakeholders and the relationship between them.

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“…The concept of gamification is not new ( 5 ) and it has been implemented in many fields, such as education ( 6–8 ), marketing ( 9–11 ) and health ( 12, 13 ). The transport field rarely uses gamification, but one notable example is customer loyalty programs in the aviation industry ( 14–17 ).…”

mentioning

confidence: 99%

Young Drivers’ Preferences for Gamification Schemes Toward Safer Driving Behaviors: A Pilot Study

Yen

Chiou

2022

Transportation Research Record: Journal of the Transportation R

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Young drivers are over-represented in motor vehicle crashes, and how to improve the risky behaviors of young drivers has been a critical issue around the world. In contrast to penalty programs to improve safety, incentive programs are usually less controversial and more politically feasible. This study used a stated preference survey to investigate the preferences of young drivers for four incentive programs, including two gamified schemes, an insurance fee discount scheme, and a license fee discount scheme, and how these programs may change driving behaviors. A pilot study was conducted on 500 young drivers in Queensland, Australia. The estimation results using a latent class logit model showed the sample of young drivers could be naturally categorized into three groups with more or less equal preference for each scheme. Less than 5% of young drivers were not interested in joining any one of these schemes, suggesting that most of the sample of young drivers could be motivated in the future to have better driving behavior via one of these incentive schemes.

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New Toy of Marketing Communication in Tourism: Gamification

Cited by 15 publications

References 15 publications

Gamified mobile experiences: smart technologies for tourism destinations

Gamified mobile experiences: smart technologies for tourism destinations

How can gamification contribute to achieve SDGs?

Young Drivers’ Preferences for Gamification Schemes Toward Safer Driving Behaviors: A Pilot Study

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