Tourists as Mobile Gamers: Gamification for Tourism Marketing

Xu, FeiFei, Tian, Feng, Buhalis, Dimitrios , Weber, Jessika and Zhang, Hongmei (2016) Tourists as Mobile Gamers: Gamification for Tourism Marketing. Journal of Travel & Tourism Marketing, 33 (8). pp. 1124-1142. ISSN 1054-8408

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Item Type:Article
Item Status:Live Archive


Gaming as a cutting-edge concept has recently been used by some innovative tourism
sectors as a marketing tool and as a method of deeper engagement with visitors. This research aims to
explore the gamification trend and its potential for experience development and tourism marketing.
Using a focus group, this paper discusses gaming and tourism, and explores what drives tourists to
play games. The results suggest tourists’ game playing motivation is multidimensional. Players tend to
start with purposive information seeking, then move on to an intrinsic stimulation. Socialization is also
an important dimension. The research demonstrates several implications for tourism marketing.

Additional Information:The final published version of this article can be accessed online at
Keywords:Mobile games, game motivation, tourist players, game-based marketing, gamification
Subjects:N Business and Administrative studies > N800 Tourism, Transport and Travel
Divisions:Lincoln International Business School
ID Code:33492
Deposited On:11 Oct 2018 15:09

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