ENTER2017 eTourism Conference presentation

1. ENTER 2017 Research Track Slide Number 1
Validation of a Gamified Mobile
Experience by DMOs
Ander Garcia, María Teresa Linaza, Aitor Gutierrez,
and Endika Garcia
Vicomtech-IK4, Spain
agarcia@vicomtech.org
http://www.vicomtech.org/

2. ENTER 2017 Research Track Slide Number 2
Outline
• Introduction
• Gamified Mobile Experience
• Validation
• Conclusions

3. ENTER 2017 Research Track Slide Number 3
Gamification
• “Use of game design elements and game
thinking in a non-context context”
(Deterling et al., 2011)
• Aims at changing behaviour of users for
wanted and desirable activities through
extrinsic and intrinsic motivation

4. ENTER 2017 Research Track Slide Number 4
Gamification
• Benefits for tourism (Xu et al., 2014):
– Encourage tourist engagement
– Enhance tourist experiences
– Improve tourism loyalty
– Increase tourism brand awareness

5. ENTER 2017 Research Track Slide Number 5
Analytics
• Few examples to measure and validate
tourism initiatives

6. ENTER 2017 Research Track Slide Number 6
Objectives
• Do gamified mobile experiences enrich the
visiting experience of tourists?
• Do analytics tools provide relevant
information from gamified mobile
experiences for DMOs?

7. ENTER 2017 Research Track Slide Number 7
Gamified Mobile Experience
• 8 POIs
• Free visiting order
• Mini-games: questions and check-ins
• GPS coordinates to validate position of
tourists
• Prize when 3 out of 8 points are gained
• Final survey

8. ENTER 2017 Research Track Slide Number 8
Gamified Mobile Experience
• Generated using an authoring tool
• Demo

9. ENTER 2017 Research Track Slide Number 9
Gamified Mobile Experience
• GA to measure the app
• Custom views and events
• Views: POI, language, weather, tutorial,…
• Event categories:
– Games: start, check-in, correct and incorrect
answer, new point, prize, end
– Language
– Survey
– Contact

10. ENTER 2017 Research Track Slide Number 10
Validation
• October 2015 – November 2015
• Limited marketing campaign

11. ENTER 2017 Research Track Slide Number 11
Validation
• Staff from the tourist offices and service
providers:
– No additional tasks as interviews to a subset of
tourists
• 70% of the families visiting the tourism
offices downloaded the mobile experience.

12. ENTER 2017 Research Track Slide Number 12
Validation
• Easy to use (average of 2.85 out of 3
responding to the question “Is Jokotur user
friendly?")
• Improve their visiting experience (average
of 2.7 out of 3 responding to the question
"Has Jokotur enriched your experience in
Euskadi?").

13. ENTER 2017 Research Track Slide Number 13
Validation
• 124 tourists:
– 210 sessions and viewing 2.315 screens
– Average session duration was 6 minutes and 5
seconds.
• Tourists peaks per day: 39
• Language: 82% Spanish, 12% English
• 883 events, 320 check-ins
• 14 users completing the experience

14. ENTER 2017 Research Track Slide Number 14
Conclusions
• Gamified mobile expriences presents
benefits for DMOs and tourists
• Analytics, define KPIs and measure:
– Feedback of tourists (2.7/3)
– Downloads (124)
– POIs visited globally (320) and per tourist
(2.5/8)
– Tourists getting a prize (22, 17,74%)

15. ENTER 2017 Research Track Slide Number 15
Conclusions
• Future work:
– Increase the integration level of analytics:
• Tourist profiles
• Increase custom views, events and properties
– Multichannel experiences
– Integrate data from physical world:
• Order of visits, itineraries, stays,…

16. ENTER 2017 Research Track Slide Number 16
Molto grazie
Thank you
Eskerrik asko
Muchas gracias
Ander Garcia
agarcia@vicomtech.org