The Evaluation of Potentials of Gamification in Tourism Marketing Communication

N. Serdar Sever, Goknil Nur Sever and Salar Kuhzady

International Journal of Academic Research in Business and Social Sciences, 2015, vol. 5, issue 10, 188-202

Abstract: Traditional communication theory that marketers are active and consumer is passive is going to be obsolete. Instead, by developing participatory culture with Web 2.0, Co-creation and engagement marketing are suggested. By entering the Conceptual age which game and fun in life and work is emphasized, Gamification can be effective tool to motivate customers to collaboration. Accordingly, with review the theoretical background of gamification, the paper aims to evaluating the potentials of gamification in online tourism marketing. The results of review of gamification literatures showed that, gamification by boosting data driving, customer loyalty, brand awareness, user generated content, viriality, online engagement and of course revenue can be useful tool for success of online advertising activities.

Keywords: Gamification; Online Advertising; Tourism; Participatory Culture (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hrmars.com/hrmars_papers/The_Evaluation_of_ ... ng_Communication.pdf (application/pdf)
http://hrmars.com/hrmars_papers/The_Evaluation_of_ ... ng_Communication.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:5:y:2015:i:10:p:188-202

Access Statistics for this article

More articles in International Journal of Academic Research in Business and Social Sciences from Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences
Bibliographic data for series maintained by Hassan Danial Aslam ().