Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism

Marianna Sigala ()
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Marianna Sigala: University of the Aegean

Chapter Chapter 11 in Advances in Crowdsourcing, 2015, pp 129-145 from Springer

Abstract: Abstract The use of gamification for directing and motivating customers’ behaviour and supporting crowdsourcing practices in marketing is increasingly spreading. This chapter reviews the literature for identifying the game principles and elements that can lead to effective gamification, and it then demonstrates the applicability and implications of this theory by discussing various gamification applications developed for supporting crowdsourcing marketing practices in tourism. The examples demonstrate that gamification can be used for crowdsourcing any marketing practice and influencing customer behaviour at any stage of the consumer behaviour process. Implications for future research are also provided.

Keywords: Gamification; Game mechanics; Funware; Motivation; Tourism; Marketing; Applications; Benefits; Crowdsourcing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18341-1_11

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DOI: 10.1007/978-3-319-18341-1_11

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