Naslov
POTENTIAL OF APPLICATION OF GAMIFIED DESTINATION PROMOTION

Autori
Jakus, A. ; Crnjak-Karanović, B. ; Dedić, G.

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development (Book of Proceedings), 73rd International Scientific Conference on Economic and Social Development - "Sustainable Tourism in Post- pandemic World" / Baracskai, Z. ; Vukovic, D. ; Janjusevic, J. - Varaždin : VADEA, 2021, 210-217

Skup
73rd International Scientific Conference on Economic and Social Development: Sustainable Tourism in Post-pandemic World

Mjesto i datum
Dubrovnik, Hrvatska, 21.10.2021. - 22.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
E-tourism ; Gamified destination promotion ; Generations Y and Z

Sažetak
Tourism service providers are increasingly combining and expanding their service products by incorporating game elements such as badges, points, levels and rewards in a non-gaming tourism context. While application of gamification is a fairly new trend in the tourism sector, it is gaining more importance in the global tourism practices, consequently raising questions about optimal approaches when integrating gamification elements into tourism offerings. Hence, in its opening segment this paper provides an overview of research dealing with theoretical and practical issues pertaining to implementation of gamification in tourism, acting both as a basis for empirical research performed in the latter section of the paper as well as a starting point for better understanding and implementation of gamification in marketing and tourism in future. Empirical research undertaken was based on an online questionnaire completed by 291 respondents recruited using convenience sampling from the Gen Y and Gen Z cohort. Data was processed and analysed using SPSS package. The results of the research suggest that gamification has a positive effect on the experience of individuals from generations Y and Z, as well as their interest in visiting and informing through play about lesser- known tourist attractions. Furthermore, research findings indicate that the ability to implement gamification in promotion depends on the readiness of the destination, which is determined through an in-depth interview with the selected tourism actor. Finally, the paper concludes with guidelines for the application of gamification, an overview of study’s limitations and recommendations for future research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA