Gamification - Use in Tourism Business Management

Purpose: The paper discusses the essence of gamification, defined by Detering, Hamari, Houtari and Harman, among others, both as a pragmatic approach that responds to business expectations. Design/Methodology/Approach: The paper undertakes the following research objectives: (1) to identify gamification as a method that enables the use of game mechanisms for social and business purposes, (2) to build a relationship model based on gamification for business purposes, and (3) implementation of gamification in energy saving management. Findings: Gamification design models were discussed, including Schell's model, the Mechanics-Dynamics-Aesthetics (MDA) model, the User Centered Design (UCD) model and the Huotari-Hamari model. A new model was proposed that integrates traditional concepts of motivation and well-being (Self-Determination Theory) and the UCD model. Practical Implications: The 21st century is characterized by rapid development new technologies, and social changes associated with new expectations of the business. Moreover, climate change and the war in Ukraine, which has caused an energy imbalance in Europe, have created the need for energy conservation. All these factors have led to the search for new solutions in business-society relations. Gamification can be a response to new expectations from the market. New technologies have made it possible to use game mechanisms in contexts unrelated to them. The main objective of this study was to extend and expand gamification as an interdisciplinary method used in various areas of the humanities and social sciences, especially in business. In addition, we assess the feasibility of using gamification in household energy management. Originality/value: This model extends gamification theory by indicating that users need more active participation in the gamification process. This is illustrated using the example of travel agency and hotel management.