Technology: gamification of travel
Gamification — or the integration of gaming dynamics in non-gaming environments — started in the US entertainment industry and is now a growing movement in the travel and tourism industry. By encouraging consumers to join competitions and share their experiences, photos, and videos, the trend generates brand awareness and loyalty for destinations. It works through the offering of points, badges, and real-life gifts, with some websites allowing web users to explore a region’s attractions, complete challenges, and win trips to the desired region. Gamification appeals predominately to 18-34 year olds and allows destinations to target specific markets, build awareness, grow an online community, and add information, competition, games, and special offers. For example in 2011 Tourism Ireland launched a new social game on Facebook called “Ireland Town” which enables web-users to visit tourist attractions and complete activities. Tourism Ireland plans to engage over 60 million people the game. Games on location-based social networks Foursquare and Facebook Places will target travellers in the local area. Spending on gamification in the US alone is expected to reach $ 2.5billion by 2016.
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