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The Evaluation of Potentials of Gamification in Tourism Marketing Communication

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  • N. Serdar Sever
  • Goknil Nur Sever
  • Salar Kuhzady

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.

Suggested Citation

  • N. Serdar Sever & Goknil Nur Sever & Salar Kuhzady, 2015. "The Evaluation of Potentials of Gamification in Tourism Marketing Communication," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(10), pages 188-202, October.
    • Handle: RePEc:hur:ijarbs:v:5:y:2015:i:10:p:188-202
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    References listed on IDEAS

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    1. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
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    Cited by:

    1. Aikaterini-Georgia Mavroeidi & Angeliki Kitsiou & Christos Kalloniatis & Stefanos Gritzalis, 2019. "Gamification vs. Privacy: Identifying and Analysing the Major Concerns," Future Internet, MDPI, vol. 11(3), pages 1-17, March.
    2. Mitsche Nicole & Strielkowski Wadim, 2016. "Tourism e-services and Jewish heritage: a case study of Prague," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(3), pages 203-211, December.

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