OPPORTUNITIES AND THREATS OF GAMIFICATION AS A TOOL FOR PROMOTING SOFIA AS A TOURIST DESTINATION

Sonia Mileva-Bojanova, Mariana Assenova, Emil Petrov and Veneta Gyaurova
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Mariana Assenova: Sofia University "St. Kliment Ohridski"
Emil Petrov: Sofia University "St. Kliment Ohridski"
Veneta Gyaurova: Sofia University "St. Kliment Ohridski"

Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, 2020, issue 1, 248-258

Abstract: The paper presents results from the conducted research of the available gamified applications promoting Sofia city as a tourist destination. The aim of the research is to study the opportunities and the limitations of gamified location based applications as a marketing tool by applying the qualitative research technique of key informants, providing the expert source of information and a deeper insight to the current and potential practices in the research area and their effectiveness. The results indicate that the highest is the potential for greater engagement of users and co-creation of products and services as well as for creating positive attitude towards the destination. Commenting on the main limitations, the key informants point out the fact that they are a relatively new and little-known marketing tool in the field of tourism, which predetermines the lack of sufficient knowledge and experience for their use and promotion.

Keywords: gamification; applications; tourism; Sofia city. (search for similar items in EconPapers)
JEL-codes: M31 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr2010:y:2020:i:1:p:248-258

DOI: 10.36997/TC2020.248

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