Gamification in tourism final pdf

the future of tourism gamified experience design

PAUL BULENCEA

Radical mental change

MARRIED   AGE  60-­‐65  

Who am I?

FUTURE FOR MOST PRESENT FOR FEW

Habl  –  People  working  in  the  field  /    Lowry  –  The  Pond  /    Evans  –Waitress    

Extract comodities Make goods Deliver services

Pink (2006), Nijs & Peters (2004)

Internet J

Pine & Gilmore (1999)

Kim & Maugborne (2005)

“It sounds cheesy and it’s probably hard to believe, but Tomorrowland  2013 was a life changing experience for me.” Participant

Why gameful tourism memorable experiences?

Memorable experience properties

5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance

Boswijk et al. (2012)  

the process of making activities more gameful

Werbach (2014)  

gamification

Someone who is optimistic, curious, motivated, and always up for a tough

challenge.      

McGonigal (2010)  

gameful

5 senses Emotional Unique, intrinsic value Contact with raw stuff

Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance

Boswijk et al. (2012)  

toledano

exercise

THE FAMILLERS

dan

alex

andreea

alexandra

5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance

Boswijk et al. (2012)  

1

5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance Boswijk et al. (2012)  

2

Make things as simple as possible, but not simpler.

Einstein

1 + 2

Seligman (2011)

Why people travel?

Relaxation Entertainment excitement fun enjoyment      

Cromptopn (1999) Yiuan & Mcdonald (1990) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002)

Positive emotions Relaxation Entertainment excitement fun enjoyment      

Cromptopn (1999) Yiuan & Mcdonald (1990) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002)

Escape novelty sports adventure stimulation    

Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)

ENGAGEMENT Escape novelty sports adventure stimulation    

Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)

Enhancement of relationships Social Interaction family togetherness kinship socialize meet people date more    

Crompton (1979) Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Klenosky (2002) Pearce and Lee (2005)

relationships Enhancement of relationships Social Interaction family togetherness kinship socialize meet people romance    

Crompton (1979) Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Klenosky (2002) Pearce and Lee (2005)

self-evaluation self-exploration self-actualize value expression cultural experience isolation nostalgia    

Crompton (1979) Fodness (1994) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)

Meaning self-evaluation self-exploration self-actualize value expression cultural experience isolation nostalgia    

Crompton (1979) Fodness (1994) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)

prestige knowledge and reward maximization learn more know more be more productive self-development    

Crompton (1979) Yuan & McDonald (1990) Fodness (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002) Pearce and Lee (2005)

Accomplishment prestige knowledge and reward maximization learn more know more be more productive self-development    

Crompton (1979) Yuan & McDonald (1990) Fodness (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002) Pearce and Lee (2005)

What makes a touriSM experience memorable?

Positive emotions Hedonism refreshment engagement novelty Involvement relationships social interaction local culture meaning meaningfulness Accomplishment knowledge

Kim (2014)

Positive emotions Hedonism refreshment engagement novelty Involvement relationships social interaction local culture meaning meaningfulness Accomplishment knowledge

Kim (2014)

What are video games good at?

Rigaby & Ryan (2011) Seligman (2011)  

Immediate frequent consistent

examples

What happened?

Gameful design

Memorable experience

design

Gameful design

Memorable experience

design

Why?

Newman  

Example

Other experimental examples

Personal example

Stiegl beer museum salzburg

explorE

CREAte

Reflect

implement

implement

results

Normal: 152 respondents (78 DE, 74 EN) Gamified: 109 respondents (58 DE, 51 EN)

0

1

2

3

4

5

6

7

Normal

Gamified

I think that without the game, it would have been very lame Lucy, 8

The kids liked it so much that they wanted to do the tour one more time! Mother

HOW? Next time

Sum-up  

Sum-up Memorable tourisM experiences

are key

Sum-up Game design knowledge can

enhance them

Sum-up technology helps a lot

Sum-up It is not easy to design a gameful memorable tourisM experience

Sum-up PROTOTYPING AND EXPERIMENTING

IS KEY

Sum-up Radical mental change

Thank you! Paul.bulencea@gmail.com www.gamification-in-tourism.com www.sideview.us paul hrd Paulbulencea #ALT-FUTURE-OF-TOURISM