Gamification in Tourism Advertising: Game Mechanics and Practices
Keywords:
gamification, tourism advertising, game mechanics, challenge, reward, recognitionAbstract
Gamification has received much attention from both industry and academia in recent years. Several studies have discussed that gamification can encourage customer engagement and improve brand awareness since it can create fun, excitement, and pleasure. To better understand gamification in tourism advertising, this study reviewed literature on gamification and its practices. This paper justifies its definition and proposes three categories of game mechanics: challenges and competition; progression and rewards; and recognition. The theoretical foundations of the effects of these game mechanics are discussed to explain the mechanism of gamification. Additionally, this paper illustrates gamification cases in advertising to give insights into its application.
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