Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 33, Issue 8, Pages 1124-1142Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2015.1093999
Keywords
Mobile games; game motivation; tourist players; game-based marketing; gamification
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Funding
- Fusion Fund [NX0392]
- Bournemouth University, UK
- Fundamental Research Funds for the Central Universities, Southeast University, China [2242015R30020]
- Chinese National Nature Science Foundation [41371161]
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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.
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