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M. Kachniewska: Gamification in tourism: pitfalls and benefits

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Economic University Varna Nov 2015

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M. Kachniewska: Gamification in tourism: pitfalls and benefits

  1. 1. GAMIFICATION IN TOURISM PROF. MAGDALENA KACHNIEWSKA WWW.KACHNIEWSKA.NET
  2. 2. WHAT IS GAMIFICATION? the process of applying game elements to non- game applications ZichermannG., Cunningham Ch., Gamificationby Design, O’Reilly, 2011.
  3. 3. SOCIAL MEDIA (SM) a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content* *Kaplan A. M.; Haenlein M. (2010): Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53(1): 59 – 68.
  4. 4. Tourism business Nature Social communi ty Suppliers Sharehol -ders Trade unions Competi torsMedia Emplo- yees Clients Local authori- ties Govern ment agendas
  5. 5. SM MARKETING PARADIGM 4Ps 4Cs 4Es Product Customer value Experience Price Customer cost Exclusivity Placement Convenience ENGAGEMENT Promotion Communication Emotion
  6. 6. Do not pay for marketing 
  7. 7. SOCIALNOMICS - THE POWER OF SM • social networking is reason No 1 to go on-line • 25% of search results for the World’s Top 20 largest brands are links to user-generated content • 78% of consumers trust peer recommendations – only 14% trust advertisments! • we no longer search for the news, the news finds us… - the same is going to happen with goods and services • more than 1,4 mln pieces of content (web links, news stories, blog posts, notes, photos) are shared on Facebook daily!
  8. 8. WHERE GAMIFICATION IS USED? • education • human resources management • workplace • marketing • sales • finance • sports • personal development • healthcare
  9. 9. BEHAVIORISM AND COGNITIVE SCIENCE • voluntary activity • consciously separated from "ordinary" world • completely and intensly engaging • not associated with material benefits • takes place in its own space in accordance with established rules • the choice between simple and more difficult options • freedom: way of doing things • uniqueness (narrative, the story, the rules)
  10. 10. GAME DYNAMICS AND MECHANISM Game dynamics: • game elements that motivate a player to take up new challenges • guarantees satisfaction, is attractive for players Game mechanisms form game dynamics • points+ feedback • status / level • badges • competition/ rankings • achievements/ challenges, special missions
  11. 11. PLAY MAZOVIA! APPLICATION How to collect points? • riding the bike / climbing the mountain etc. • visiting places and logging in tourism attractions • taking photos / films and sharing them in the app • asking your friends to join the app • solving the problems and answering questions (education) • sharing opinions on places/products/services • being active!
  12. 12. THANK YOU FOR YOUR ATTENTION! and see you on Facebook ;-)

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