This document discusses the generation of gamified mobile experiences for destination management organizations (DMOs) through an authoring tool. It presents the objectives of allowing DMOs to autonomously generate gamified mobile apps using basic game elements to promote destinations. A prototype authoring tool was developed and validated through workshops with three DMOs, where staff were able to create experiences in around 45 minutes. A pilot with tourists found 70% downloaded the app and rated the improved experience and ease of use highly. Future work involves analyzing pilot data to extend the program to more Basque destinations and studying the impact of advanced game elements.

1. ENTER 2016 Research Track Slide Number 1
Generation of gamified mobile
experiences by DMOs
Ander Garciaa
, María Teresa Linazaa
, Aitor Gutierreza
,
Endika Garciab
, Ivan Ornesb
a
Vicomtech-IK4, Spain
b
Batura Mobile Soultions, Spain
agarcia@vicomtech.org
http://www.vicomtech.org

2. ENTER 2016 Research Track Slide Number 2
Index
• Gamification
• Authoring Tool
• Validation
• Future work

3. ENTER 2016 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 2016 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 2016 Research Track Slide Number 5
Gamification
• Lack of authoring tool targeting
requirements from DMOs
• Few examples of DMOs using gamified
experiences

6. ENTER 2016 Research Track Slide Number 6
Objectives
• H1: Gamified mobile experiences can be
implemented with user-friendly tools by
DMOs to promote their destinations
• H2: Gamified mobile experiences are
valuable tools for DMOs for the on-site
phase of the trip
• H3: The more game elements included by
a gamified mobile experience, the more
valuable it is for DMOs

7. ENTER 2016 Research Track Slide Number 7
Authoring tool
• Requirements:
– DMOs to autonomously generate gamified
mobile experiences
• Offline
• Multilingual
• Social networks
• Surveys
• Information about the destination

8. ENTER 2016 Research Track Slide Number 8
Authoring tool
• Workflow

9. ENTER 2016 Research Track Slide Number 9
Authoring tool

10. ENTER 2016 Research Track Slide Number 10
Prototype

11. ENTER 2016 Research Track Slide Number 11
Authoring tool
• Demo

12. ENTER 2016 Research Track Slide Number 12
Validation by DMOs
• Generation of gamified mobile tourism
experiences by the staff from three DMOs:
– Regional Basque DMO: Basquetour
– Local Tourism Offices (LTO) of sea villages,
Getaria and Zarautz in Gipuzkoa
– Around 45 minutes for each person
– 3 types of experiences: basic, advanced and
professional

13. ENTER 2016 Research Track Slide Number 13
Validation by DMOs
• When the workflow and the GUI of the
authoring tools are tailored to the needs
and technological level of the staff of the
DMO, they are able to generate gamified
experiences
• These experiences are valuable for DMOs
• Only basic gamification elements were
considered as useful

14. ENTER 2016 Research Track Slide Number 14
Validation by tourists
• Tourist offices of Zarautz and Getaria
• From 09/10 to 30/10
• Visit 3 of 8 points to receive a prize
– Painting book
– Buff
– Bag
• Family tourism

15. ENTER 2016 Research Track Slide Number 15
Validation by tourists
• Results:
– 70% of families downloaded the APP
– Improve the tourist experience (2,7 / 3)
– Easy to use (2,85 / 3)

16. ENTER 2016 Research Track Slide Number 16
Future work
• Analyse validation data to extend the pilot
to more destinations of the Basque
Country:
– Basquetour
– Basque Day: Batura Mobile Solutions
• Analyse the impact of advanced mini-
games on tourists

17. ENTER 2016 Research Track Slide Number 17
Questions
Thank you
Eskerrik asko
Muchas gracias
Ander Garcia
agarcia@vicomtech.org