Gamification in the tourism industry - A proposed model for implementing gamified marketing strategies to potentially increase tourist numbers during off-season traveling and in less popular destinations
- Gamification has become an innovative marketing tool in the tourism industry. It can potentially increase engagement and brand awareness and enhance overall tourist experiences. This thesis presents the theory behind gamification and its application in travel marketing. It discusses extrinsic and intrinsic motivational factors, fundamental concepts, practical examples, and the role of mobile applications in driving these strategies forward. By understanding how gamification can amplify tourist engagement, marketers could take advantage of this strategy and create campaigns that leave a long-lasting and positive impression. In addition, real-world examples demonstrate that tourism marketing can benefit from this innovative technique. Based on the literature's most critical findings, a model for implementing gamified marketing strategies to potentially increase tourist numbers during off-season traveling in less popular destinations is proposed.
| Author: | Cecile Roa Aillaud |
|---|---|
| Advisor: | Eva Kirner |
| Document Type: | Bachelor Thesis |
| Language: | English |
| Year of Completion: | 2023 |
| Granting Institution: | Hochschule Furtwangen |
| Release Date: | 2024/02/05 |
| Tag: | Gamification; Marketing; Tourism |
| Degree Program: | IBW - Internationale Betriebswirtschaft |
| Functional area: | Marketing |
| Licence (German): |  Urheberrechtlich geschützt |