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The Gamification of Tourism: Creating Unique Travel Experiences using Social Games
The document discusses the use of social gamification in tourism to create unique travel experiences through engaging games that entertain and educate participants. It highlights successful case studies from various locations, including Texas A&M University and Chicago, emphasizing the importance of strategic planning, clarity of objectives, and participant engagement. The key takeaway is that enjoyable social games can drive consumer awareness, loyalty, and deeper engagement in tourism marketing efforts.
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The Gamification of Tourism: Creating Unique Travel Experiences using Social Games
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- 6. Itsentertainment. Branded. Your audiencehas to have fun or they disengage. You’re P.T. Barnum
- 7. Easy.Convenient.LowBarriers. The “next bigthing” in the app world may be cool but ultimately convenience matters. If you want participation, use tools they know
- 8. UnderstandOutcomes. What’s the endgoal? Awareness, Engagement, Conversion? Knowing your objectives will provide clarity in game design
- 9. Tag,Flag,Hunt... Don’t overcomplicate things.Social games generally mimic kids’ games. Capture the flag, Scavenger Hunts and races are all socially effective
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- 11. Play.Prize.Pride. Game play isfun and social has made it acceptable for adults. Combine that with a chance to win and take the crown and you’ve got gold
- 12. Educated.Entertainment. The best socialgames educate often without the consumer realizing. They have a blast and walk away with new destination knowledge
- 13. Rewardedloyalty. Its simple quidpro quo. They play, you reward, they’re entertained and appreciative and all this creates loyalty and memorability
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- 15. TheBestofnon-Advertising. Modern consumers aresmart and can easily detect when they’re being sold. This is entertainment and they’ll love you for it
- 16. ElevatedAwareness. Modern consumers aresmart and can easily detect when they’re being sold. This is entertainment and they’ll love you for it
- 17. DeeperEngagement. Its doesn’t endat awareness. Gameplay requires participation equalling engagement. But this isn’t “read my newsletter”. Its fun, rewarding and deeper
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- 19. Case Study Social MediaScavenger Hunt Texas A&M University
- 20. http://youtu.be/XOR_B1CJFF8 Case Study /Social Media Scavenger Hunt Texas A&M University
- 21. Case Study /Social Media Scavenger Hunt Texas A&M University
- 22. #TAMUhunt Case Study /Social Media Scavenger Hunt Texas A&M University
- 23. Text So #TAMUhunt ended witha visit with none other than President Loftin! I got a bowtie! We chatted about NASA and Aggie women’s basketball. - Nicole, PhD student Case Study / Social Media Scavenger Hunt Texas A&M University
- 24. Case Study /Social Media Scavenger Hunt Texas A&M University Lessons Learned ✓ Not all had Aggie apparel ✓ Students had fun / made friends ✓ They wanted harder clues ✓ Students found social shortcuts ✓ Need for modification ✓ Hashtags help
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- 26. http://youtu.be/KX6yzoefoaA Case Study /Downtown Dash Chicago, Illinois
- 27. Case Study /Downtown Dash Chicago, Illinois
- 28. Case Study /Downtown Dash Chicago, Illinois
- 29. Case Study /Downtown Dash Chicago, Illinois
- 30. Case Study /Downtown Dash Chicago, Illinois
- 31. Case Study Travel Montana TourismAdvisory Council
- 32. Case Study /Travel Montana Tourism Advisory Council ‣To have a fun event after extensive meetings ‣To get people mingling with each other ‣To introduce people to a new side of Kalispell
- 33. Case Study /Travel Montana Tourism Advisory Council
- 34. Case Study /Travel Montana Tourism Advisory Council
- 35. Case Study /Travel Montana Tourism Advisory Council
- 36. Case Study /Travel Montana Tourism Advisory Council
- 37. Lessons Learned ✓ Find waysto let participants know they had solved clues correctly ✓ Offer pre-game training Case Study / Travel Montana Tourism Advisory Council
- 38. Case Study I SpyDenton 2012 Denton / TTIA
- 39. ? Case Study /I Spy Denton 2012 Denton / TTIA
- 40. Case Study /I Spy Denton 2012 Denton / TTIA
- 41. Case Study /I Spy Denton 2012 Denton / TTIA
- 42. Case Study /I Spy Denton 2012 Denton / TTIA Captured the brand essence of Denton ½ spent $20 or more = new revenue ½ stayed in town / explored next day
- 43. Lessons Learned ✓ Build uponcompetitiveness ✓ Increase frequency of prizes ✓ See other entries/photos ✓ App training in advance ✓ Test technology challenges Case Study / I Spy Denton 2012 Denton / TTIA
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- 45. BeStrategic. This stuff isfun but don’t lose site of the situation. This is serious business and you’re looking for a result. It starts with strategy
- 46. ? ASK: “Why are wedoing this?”
- 47. PlantheWork.WorkthePlan. Don’t underestimate theeffort. This is an event, much like a festival. It takes thorough planning among internal employees and external stakeholders
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- 49. Concept&Challenge Creating your conceptis critical and we don’t just mean creative design. What it is, the business objective, the creative rationale and the consumer reward are all critical
- 50. Its a Business Plan The Concept TheRationale The Reward The Brand Awareness
- 51. Execute&BePrepared Like a specialevent, execution must be carefully scripted and choreographed. Real-time games with frequent rewards requires a talented team
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- 53. Remember,itsabouttheResults Its all funand games....except its not. Social gaming is a marketing channel and your campaign is a marketing investment like any other
- 54. Know your goals,match your metrics
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- 56. Education + Scavenger Hunt+ Prize Points
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- 61. iSpyDent n T WO T H O U S A N D T H I R T E E N How it works: The photos on the right represent unique features of Downtown Denton. Your challenge is: 1. Using the photo clues (right) and the color-coded map (flip me over), find these unique spots around Denton Square 2. At each site, there’s an accompanying challenge (hint, it’s underneath the photo clue on the right) ter, complete Take a photo of your favorite flag Tweet the name of one of this week’s nightly drink specials or musical acts Snap a pic of this renowned live music venue or Tweet an act coming up Take a photo or Tweet the name of the beer on the surfboard hanging inside Take a photo or Tweet your favorite pic of a celebrity or old ad on the wall Take a photo showing how you exercised this option Take a photo or Tweet direc ation right off th
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