Tourism Management 60 (2017) 244e256

Contents lists available at ScienceDirect

Tourism Management
journal homepage: www.elsevier.com/locate/tourman

Serious games and the gamication of tourism*

Feifei Xu a, *, Dimitrios Buhalis b, Jessika Weber b
a
School of Humanities, Southeast University, Nanjing 210096, China
b
School of Tourism, Bournemouth University, Poole BH12 5BB, UK

h i g h l i g h t s

A systematic review of the concept of gamication.

Identied extrinsic and intrinsic motivational gaming elements that contribute to a meaningful gamication.

Discussed the application of gamication in tourism with case practices.

a r t i c l e i n f o a b s t r a c t

Article history: Gamication has become a focus of attention in an increasing number of elds including business, ed-
Received 15 January 2016 ucation, and health care. Through a wide range of applications and support functions, its potential for the
Received in revised form tourism industry is signicant. Gamication of tourism can contribute to a more rewarding interactions
25 November 2016
and higher level of satisfaction, as well as increase brand awareness and loyalty to the destination. As one
Accepted 27 November 2016
Available online 18 December 2016
of the rst attempts to conceptualize gamication of tourism, this paper examines gaming in general
terms and the application of it in specic tourism elds. It identies game design elements that can
contribute to a meaningful gamication. A few cases of best practices are presented to show how this
Keywords:
Gamication
innovative concept can benet tourism marketing. Implications for tourism marketing and management
Serious games are discussed as well as future research recommendations.
Engagement 2016 Elsevier Ltd. All rights reserved.
Loyalty
Tourism experiences

1. Introduction methodologies to engage users at a deeper level and to improve

Persuasive computing technology has become popular in our
daily lives (Bogost, 2007; Shuib, Shamshirband, & Ismail, 2015).
Serious games, as a type of persuasive technology, are computer/
video games with a set of cognitive design properties to focus on
changing user behaviour and transferring knowledge, instead of
the mere entertainment function of traditional games (Ghanbari,
Simila, & Markkula, 2015). They are widely used in training, med-
ical applications and leisure activities in the last decade (Oinas-
Kukkonen & Harjumaa, 2008, pp. 200e205). Researchers (Xu,
Tian, Buhalis, Weber, & Zhang, 2015; p. 2) suggest they could
collect information about consumers, determine behaviour pat-
terns, thought processes, priorities and interests, the aims of these
games usually include using gaming technologies and
*
Part of the paper has been presented at the ENTER Conference, Dublin.
* Corresponding author.
E-mail addresses: feifeixu@seu.edu.cn (F. Xu), dbuhalis@bournemouth.ac.uk
(D. Buhalis), jweber@bournemouth.ac.uk (J. Weber).
their experiences.
The popularity of video games in the past decade, empowered
by the rapid development of smart mobile devices, allowing mo-
bile experiences (Gentes, Guyot-Mbodji & Demeure, 2010) and
vibrant on site communication, has made gaming popular and
attractive to a broader group of players. Recently, serious games
and the application of game elements have drawn a great atten-
tion from different elds, including education, heath, and tourism,
motivating its adoption in a non-gaming context (Xu, Weber, &
Buhalis, 2014). The recent 5 years has seen the spread of the ter-
minology gamication (Epstein, 2013). It usually refers to the
application of game mechanism outside its original domain
(Deterding, Dixon, Khaled, & Nacke, 2011). Through a wide range
of applications and support functions, its potential for business is
signicant, such as engaging customers in experiential co-creation
and training service providers for innovative processes and
functions.
Seaborn and Fels (2015 p16) state that gamication has its roots
in marketing endeavours. For example, loyalty cards, stamp books,

http://dx.doi.org/10.1016/j.tourman.2016.11.020
0261-5177/ 2016 Elsevier Ltd. All rights reserved.
 F. Xu et al. / Tourism Management 60 (2017) 244e256
competition and reward membership, are early approaches as
customers can collect points to exchange for presents and gifts.
Foursquare partners with some restaurants to redeem game
players' virtual rewards or check-ins into free cupcakes and drinks
(Frey, 2012). WTM (2011) states gamication is spreading to the
travel industry and predicts it to be a popular future trend for travel
industry. Research on gamication is emerging with only a few
academic papers discussing the use of gamication for marketing
and service industry (Huotari & Hamiri, 2012; Lucassen & Jasen,
2014; Xu et al., 2014). Academic research on the use of gamica-
tion in tourism context is still limited with only a few exemptions
(Sigala, 2015a; Xu et al., 2014; Correa & Kitano, 2015; Negrusa,
Toader, Soca, 2015). The recently published book on gamica-
tion in tourism (Bulencer& Egger, 2015) is a welcome addition to
the theoretical development.
The aim of this study is to investigate how gamication could
support tourism marketing. The objectives of this paper therefore
include: 1) systematically review the concept of gamication; 2)
explore game design elements that are applicable in the tourism
industry; 3) review best case practises on the adoption of gami-
cation in the tourism industry; 4) discuss the benets of gami-
cation for tourism marketing.
In order to investigate how gamication can benet tourism
marketing, this research has been conducted with an exploratory
research nature based on mini case studies. A case study is a
research strategy which usually studies one or multiple cases, often
used when research is still in its early formative stage (Punch,
2005). Gamication is a new research eld with multidisciplinary
attention, although some scholars have focused on this topic, this
eld is still new. In addition, this eld is typically characterised by
the constant change in innovation and technology (Boes, Buhalis, &
Inversini, 2015). Therefore, the case study method enables re-
searchers to gain knowledge and to explore how the established
cases use gamication for tourism marketing. A multiple case study
research strategy has been used (Yin, 1994) as it enables a more
general overview of the results.
From Feb, 2014 to April, 2014, the researchers used search
engine Google (google.co.uk) and Android (UK market) and Apple
(UK market) app stores, and academic resources (Elsevier dataset)
to check tourism/tourist games. Key words tourism game, travel
game, gamication tourism gamication location based game
treasure hunt game augmented reality game gamied app were
used. Then a careful screening of each game/app was carried out,
only those related to tourists/tourism games were saved. A content
analysis was used for the case studies. A coding scheme is
developed based on the analysis of secondary research on gami-
cation and gaming elements. Each game was then coded by each
researcher respectively based on the coding scheme. There was no
obvious disparity at this stage and any ambiguity was discussed
between the researchers. Key gaming elements were identied for
each case. This process is followed by a cross-case examination
and within-case examination along with literature review to
develop coding clusters and to support external validity. From the
nal results, best practices are based on the following criteria: 1)
respond not only to the extrinsic elements but also to the intrinsic
elements; 2) use at least three gaming mechanism; 3) been
awarded best gamication application or recommended by other
researchers.
This paper starts with a discussion of the gaming theories, the
concept of games, serious games and gamication, game design
elements and framework. The second part includes how gamica-
tion has been used in the tourism context with case practises to
explain how gamication may benet tourism marketing. Finally,
the paper ends up with a conclusion and possible research direction
in the future.
245
2. Gamication theory
2.1. The concept of games
Avedon and Sutton-Smith (1971) conclude game features
include: voluntary participation, having certain rules, different
parties may have conicts and usually generate unequal results.
Although different denitions have been used, researchers agree a
set of game characteristics can be used to dene games, such as
rules, uncertain outcomes, conict etc. (Juul, 2003; Salen &
Zimmerman, 2004). After reviewing several denitions of
games, Seaborn and Fels (2015 p16) summarize that the charac-
teristics of games usually include rules, structure, voluntary play,
uncertain outcomes, conict, representation, resolution, etc..
Rules build up boundaries and set up instructions of game play.
Conict includes both competition and cooperation between
different parties and the game system itself (Xu et al., 2014). The
uncertain outcome refers to winning, losing or scoring against the
game goals or other players (Crawford, 2011; Reiser, 2012). Some
games include an element of luck as a random value determining
next movement of the process, while other games are driven by
preference, knowledge, skill or collaboration between different
players. Gaming can be very addictive as players are motivated to
reach a higher goal, to score points against each other and gain
either material or non-material gains such as inclusion to the hall
of honour (McGonigal, 2011).
2.2. Conceptualizing gamication
Although there is no universal denition of gamication,
Deterding et al.'s (2011) denition is widely accepted that refers
gamication as contextualizing game design outside its original
domain. Zichermann and Cunningham (2011) suggest gamication
is to establish brand, engage users and inuence their behaviour by
using game mechanics in areas other than traditional gaming
context. As Deterding et al. (2011, p10) suggest gamication in-
volves applying elements of gamefulness, gameful interaction, and
gameful design with a specic intention in mind. For example,
designing a treasure hunt in a tourism destination will help visitors
to explore various areas and to collect points, photos, memories and
experiences but may not have winners or losers. Seaborn and Fels
(2015 p16) further explain gamefulness refers to the lived expe-
rience, gameful interaction refers to the objects, tools and contexts
and gameful design refers to the practice of crafting a gameful
experience. The end result of gamication may or may not be a
fully-edged game and players may use it in a different way.
Gamication is more about motivating people to take actions
(Deterding et al., 2011) perhaps in a structured way and follow
specic rules to achieve variable outcomes. Games are more about
fun and entertainment, although they share the same concept of
funware (Azadegan & Riedel, 2012). However, Seaborn and Fels
(2015) argue that sometimes it is not easy to identify game ele-
ments. Therefore, it is inevitable to subjectively differentiate a fully
edged game and a gamied system which uses some game me-
chanics but not to create a whole game. Nevertheless, gamication
differs with games at the purpose of play. Gamication focuses on
changing players' behaviour, engagement with their environment
and co-players who may also be fellow customers or service pro-
viders towards achieving meaningful interaction and engagement
and potentially achieve rewards. In contrast, games focus more on
entertainment and pleasure.
Alternative terms have also been used to gamication, such as
game based learning, serious games or pervasive games (Bogost,
2007; Kapp, 2012). This also makes it difcult to differentiate the
concept of games and gamication. Serious games often focus on
246 F. Xu et al. / Tourism Management 60 (2017) 244e256
changing behaviour and inuence the user. Researchers consider
those serious games as alternative reality games (McGonigal,
2011) due to the fact that reality has been added into the fantasy
world (Seaborn & Fels, 2015). The incoherent use of the terminol-
ogy needs more academic clarity, particularly on how to differen-
tiate gamied systems and fully-edged games.
2.3. Theoretical foundation of game design elements
The MDA model (Mechanics-Dynamics-Aesthetics) can be used
to explain game design from a systematic point of view (Hunicke,
Leblanc, & Zubek, 2004). It divides game systems by breaking
them into three different components, Mechanics, Dynamics and
Aesthetics, which work together to create functional and hedonistic
value of the game play and inuence player's experience.
Hunicke et al. (2004) dene game mechanics as game tools
which describe the specic components, which usually include
achievements, collections, badges etc. Game dynamics connect the
player with the system, such as the freedom of making choices,
progression to the next level, team work or competition with other
players. Serious games include competitions against other players
as part of the gaming experience whilst often concentrate on in-
dividual experience. Game dynamics work together to create a
meaningful game experience, or in other words, aesthetics
(Werbach & Hunter, 2012). Aesthetics describe emotional re-
sponses from the player, such as feelings (fantasy, sensation),
emotions, and fun. The MDA works together towards the range of
meaningful game experiences. Players experience game play from
aesthetics which is inuenced by game dynamics, which in effect is
guided by game mechanics. From another point of view, through a
set of carefully designed game mechanics, game designers can
create the game dynamics, which will in turn generate unique
game experiences for players. See Table 1.
Game dynamics, mechanics and components constitute game
elements (Seaborn & Fels, 2015; Werbach & Hunter, 2012). A set of
game elements have been proposed by Cunningham and
Zichermann (2011) such as presents, collection, achievement,
team work, feedback etc. However, these mechanics have been
criticised by other researchers about whether they are crucial
(Robertson, 2010). Some researchers conrm achievements, ava-
tars, badges, leader boards, levels, points, team working, unlocking
and virtual goods are common game elements (Robertson, 2010; Xu
et al., 2014). Due to different types of games, some components
may be more powerful than others (Seaborn & Fels, 2015; Werbach
& Hunter, 2012; Xu et al., 2014).
However, some researchers state extrinsic gaming elements,
such as points, badges and other rewards may de-motivate people.
Table 1
MDA (mechanics-dynamics-aesthetics) framework of game design.
Name Dene
Game describes the particular components of the game, at the
Mechanics level of data representation and algorithms
Dynamics the run-time behaviour of the mechanics acting on player Challenge, under time pressure, expression, dramatic tension
inputs and each others outputs over time
Aesthetics desirable emotional responses evoked in the player, when Sensation, fantasy, narrative, challenge, fellowship, discovery,
he/she interacts with the game system
Source: Hunicke et al., 2004; Zichermann & Cunningham, 2011; Werbach & Hunter, 2012; Xu et al., 2014.
Zichermann (2011) points out some commonly used rewards, such
as money, can de-motivate the player. Moreover, Werbach and
Hunter (2012) criticise rewards may increase short term activity,
while intrinsic motivation contributes to long term engagement
and enjoyment. Hamari (2013) reports that extrinsic motivation
such as reward has no effect on increased playing activity. Re-
searchers suggest both intrinsic and extrinsic motivation need to be
considered to create a meaningful gamication experience.
2.4. User input in gamication
User Centred Design (UCD) approach is a widely used approach
in game design. It considers the end user's needs and wants,
identies the player's interests, emphasizing user involvement in
the design process (Nicholson, 2012; Norman, 1988). Emphasizing
user input, the carefully designed gamication system should
identify the individual player's needs, wants, abilities and limita-
tions, and lead to the change of player's behaviour.
The intrinsic motivation of game play refers to playing games for
the pure enjoyment of game play (Ryan & Deci, 2000) and for the
hedonistic value of game play. Successful gamication should
address this intrinsic motivation by using game mechanics to
respond to the players' inner call, attracting them to the pure
enjoyment of the activities; to the hedonic function rather than the
utilitarian function of gaming. Holbrook and Hirschman (1982)
propose that goods and services have both utilitarian and hedon-
ic functions. From a marketing point of view, consumers can be
divided into two groups: 1) people who look for the utilitarian
function of the product; 2) people who search for hedonic value of
the product, such as fun, enjoyment, fantasy feelings and sensory
simulation. Utilitarian functions focus on what the product does,
whereas, the hedonic function represents the aesthetic, intangible
and subjective aspects of consumption. Meaningful gamication
focuses on the hedonic function of gaming, addresses the intrinsic
motivation of a person, leading to deep engagement and great
satisfaction (Deci, Koestner, & Ryan, 1999; Ryan, 2012; Schell,
2008). Zichermann (2011) suggests that both intrinsic and
extrinsic motivation should be considered in gamication and both
monetary and non-monetary incentives should be used. To achieve
a deep engagement and high satisfaction, gamication needs to
respond to the players' inner call (Nicholson, 2012).
Three groups of intrinsic rewards have been identied according
to self-determination theory (Ryan & Deci, 2000): namely relation,
competence and autonomy (McGonigal, 2011; Schell, 2008).
1) Relation involves interacting and connecting with other players
(Schell, 2008). Groups, messages, blogs, chat, connection to
Examples Literature
challenges, chances, competition, cooperation, feedback, resource Hunicke et al., 2004;
acquisition, rewards, transactions, turns and win states. Werbach & Hunter,
2012;
Zichermann &
Cunningham, 2011
Werbach & Hunter,
2012
Hunicke et al., 2004;
expression, submission Xu et al., 2014
 F. Xu et al. / Tourism Management 60 (2017) 244e256
social networks are usual representations of relation
(McGonigal, 2011). In the tourism context, relation associates
with socialization as an important motivation for tourists
(Pearce & Lee, 2005). Tourists go on holiday to socialize with
friends and family, to develop new friendship and share their
experiences or memories with friends connected via internet.
This is similar with the intrinsic reward of relation in gaming
experiences. Players can interact with co-players and share their
playing experiences with connected friends in the gamication
system.
2) Competence usually includes game player's feeling of having the
ability to master the system and achieving goals, such as instant
feedback, progression, leader boards and levels
(Csikszentmihalyi, 2008). Similarly, tourists' leisure motivation
also includes challenge and mastery (Beard & Ragheb, 1983).
Tourists go on adventure holidays to look for self-challenge and
tourists go on special holidays to learn new skills and abilities.
Through gamication, tourist players can also gain competence
virtually and have the feeling of achievement in the gamied
system.
3) Autonomy is the personal will to action, such as the use of av-
atars in games (McGonigal, 2011; Schell, 2008).
Table 2 summarizes the extrinsic and intrinsic gaming elements.
2.5. Gamication design framework
nchez, and Montes (2012) develop a frame-
Aparicio, Vela, Sa
work of gamication using those intrinsic motivational forces. They
suggest four steps, 1) identify the reasons of using gamication; 2)
nd out what intrinsic motivation can be addressed; 3)identify
useful game elements; 4) consider evaluating the framework in
applied system. However, as Seaborn and Fels (2015) point out the
framework has not been applied yet, therefore, more research work
is needed. Burke (2014) proposes player experience design process
which consists of seven steps, namely 1)business outcomes and
success metrics; 2)potential user; 3) player goals; 4)engagement
model; 5)play space and journey; 6) test; 7) repeat. Werbach and
Hunter (2012) suggest a design framework with Dene-
Delineate-Describe-Devise-Deploy. Yet, the above mentioned
frameworks have been criticised by Bulencer and Egger (2015) as
they argue that gamication design should not be a linear process.
They argue (p58) It should rather be a multi-stage design approach
that aims to enhance experiences as the nature of experience
design process is non-linear and unclear. This view is supported by
Tung and Ritchie (2011) that the formation of experiences is a
complicated process. In recognition of the complicated formation
process of experiences, Huotari and Hamiri (2012) argue designed
experience can not be assured for everyone.
Nevertheless, more attention should be given in exploring the
design framework of meaningful gamication, particularly the
application and validation of those frameworks, considering the
nature of tourist experiences. Research on leisure experiences
Table 2
Gaming elements.
Gaming Elements Examples
Extrinsic Gaming Elements achievements, badges, rewards, gifting, feedback and reinforcement; pattern
recognition, collecting etc.
Intrinsic Gaming Relation groups, messages, blogs, chat
Elements Competence feedback, progressive bar, levels, leader board
Autonomy proles, avatars, privacy control, notication control
247
usually includes the following aspects: fantasy and fun (Holbrook &
Hirschman, 1982), escape and relaxation (Beard & Ragheb, 1983),
entertainment (Farber & Hall, 2007; Pine & Gillmore, 1999), novelty
and surprise (Dunman & Mattila, 2005). Tourist experiences are full
of individual signicance and can be emotional and subjective
(Uriely, 2005; Kim, Ritchie, & Mccormick, 2012). Therefore, the
design frameworks need to consider different dimensions of tourist
experiences.
3. Gamication in the tourism context
The wide use of gamication is evidenced in education appli-
cations (Denny, 2013; Domnguez et al., 2013), health industry
(Cafazzo, Casselman, Hamming, Katzman, & Palmert, 2012; Hori,
Tokuda, Miura, Jiyama, & Jirose, 2013), business training and mar-
keting campaign (Barata, Gama, Jorge, & Goncalves, 2013), sus-
tainable behaviour applications (Gnauk, Dannecker, & Hahmann,
2012; Negrusa et al., 2015) and tourism industry (Sigala, 2015a;
Xu et al., 2014; Correa & Kitano, 2015).
WTM (2011) predicts gamication as a popular trend for
tourism. Chaffey & Ellis-Chadwick (2012) propose gamication as
an important trend for marketing. There is an emerging academic
attention to this topic. A new book Gamication in Tourism has
just been published (Bulencer & Egger, 2015), and discusses how
gamication can contribute to memorable tourist experiences.
Vargo and Lusch (2008) introduce the customer's role in value
co-creation. Tourism experiences are co-created by both the tour-
ists and the service providers (Neuhofer, Buhalis, & Ladkin, 2012).
Tussyadiah and Fesenmaier (2009) believe these experiences can
be mediated by technology. With the fast development of new
technology, tourists are now seeking more personal, unique and
memorable experiences, which require a deeper engagement and a
multi-sensory stimulation. New technology such as virtual reality
(Gretzel & Jamal, 2009), augmented reality (Yovcheva, Buhalis, &
Gatzidis, 2013), offer technology mediated experiences, making
experiences richer and more participatory. Neuhofer et al. (2012)
discuss how technology including gaming can help co-create ex-
periences, a term as technology enhanced tourism experiences. A
number of tourism destinations and organizations have already
experienced gamication for marketing, sales and customer
engagement. Research on gamication suggests it can inuence
user experiences at the following aspects: social, emotional, and
create an immersive experience of the user (Xu, 2011). Sigala
(2015b p202) veries these functions through a recent question-
naire survey with users of Trip Adviser, proving that gamication
can enhance tourists experiences by getting tourists immersed
into a simulated travel world , which is fantasy and fun in nature.
Gamication can benet tourism marketing at the following
areas:
3.1. Raise brand awareness
One of the biggest areas in tourism gamication is destination
Literature
Cunningham and Zichermann (2011); Deterding
et al. (2011)
Schell (2008); McGonigal (2011)
Schell (2008); McGonigal (2011);
Csikszentmihalyi (2008)
Schell (2008); McGonigal (2011)
248 F. Xu et al. / Tourism Management 60 (2017) 244e256
marketing. Celtek(2010) discusses how games can contribute to
advertising: (1) Specically designed advergames. They are created
to promote the brand, aiming at the association and recall of the
brand (Celtek, 2010; Sigala, 2015b). Irish National Tourism Devel-
opment Authority is the rst national tourism organization to
sponsor an advergame based on social media (Correa & Kitano,
2015). Ireland town is a game based on Facebook, where poten-
tial tourists can explore Ireland's tourist attractions, complete
challenges based on given tasks and win trips to Ireland; (2) Inte-
grating the brand with a live game. The brand becomes part of the
game (Celtek, 2010; P269). Foursquare has successful partnerships
with many brands, such as Starwood, Pizza Hut, which promotes
these brands during the game play for check-ins and share their
experiences via social media (Xu et al., 2014); (3) On-site adver-
tisements refer to banners and other media in games to remind
users of the brand to recall a message. Research suggests people
who choose the brand in the game tend to make a purchase for the
same brand in the real world (Celtek, 2010). This work is on car
purchasing behaviour and therefore further investigation is needed
in the tourism context. Afshar, Jones, and Banerjee (2004) suggest
compared with traditional forms of advertisements, mobile
advergames are non-intrusive, providing a good opportunity for
marketing and branding. Sigala (2015a) observes advergames can
be easily distributed on websites or mobile phones and tourists can
play them repeated while travelling, fostering an interaction with
the brand.
The tourism industries may place specic tourism brands when
designing games. In fact, some games are specically designed to
raise brand awareness, to encourage travellers to visit a place. The
Smiled Land Thailand game is specically designed by Tourism
Authority Thailand (TAT) as part of its digital marketing strategy,
based on the tourism attractions of Thailand. The game aims at
potential young tourists who use Facebook to generate brand
awareness of Thailand as a tourist destination (Fig. 1) and also to
increase user frequency to TAT's social networking media and
mobile applications. Thailand's iconic attractions, branded restau-
rants and shops are set up as the virtual background for players. The
Brazil Quest game was launched by the Brazilian Tourist Board to
promote the hosting cities of FIFA (Correa & Kitano, 2015). The
images of tourism attractions and brands in each city as well as
characteristics of local culture are placed in the game. Lufthansa has
developed an online game that allow players to view some of their
destinations (Canada, Thailand, Brazil) virtually and through
interactive involvement players can get to know the tourism at-
tractions and their brands (Sigala, 2015b). Such an innovative way
of tourism marketing uses some popular gaming elements, such as
avatars, rewarding, gifting, sharing and fun. It also offers an op-
portunity for tourists to experience the destination virtually.
Fig. 1. Smile land Thailand game.
Source: http://smilelandgame.com/.
Discover Hong Kong city walk is a gamied mobile app that offers
city walks structured around four different topics, such as travel
through time, adventure in architecture, etc (Bulencer & Egger,
2015). Tourists will be encouraged to take these city walks and
will be awarded a stamp when they nish at least 50% of their walk,
which can be shared on Facebook (Stadler & Bilgram, 2016). This
app is one of a few mobile apps initiated by Hong Kong Tourism
Board for the purpose of promoting sites and encouraging tourists
to visit more places in the city.
Besides, these games can also be used as a virtual community
between players to communicate information about the destina-
tion. The effect of online communities can not be ignored due to
their inuence on the world of mouth marketing (Buhalis & Law,
2008). Researchers suggest the benets for service providers of
using online communities maybe include brand awareness and
feedback collection (Buhalis & Law, 2008). In fact, the online
gaming community of second life has been used by Starwood
Hotels to test their new hotel brand W- hotel as a platform to collect
game players' opinions about the hotel design (Huang, Backman,
Backman, & Moore, 2013). After reviewing 10 advergames in
tourism related context, Celtek(2010) suggests the advantages of
using games for advertising include building brand loyalty and
capturing data about players, allowing understanding the prefer-
ence of the customers. Although currently tourism related games
are still limited, Guttentag (2010) state virtual gaming community
might become an important form of online community in tourism
marketing. Gamication, as a new technological tool, could
contribute to tourism marketing.
Middleton, Fyall & Morgan (2009) propose experiential infor-
mation can generate interest in marketing. Willliams (2006) and
Bogdanovych et al. (2007) also suggest virtual environments can
provide a stimulating, entertaining and immersive experience
when marketing tourism destinations. The widely used technology
in gaming, such as virtual reality and augmented reality, provides
players an opportunity to get to know the destination and experi-
ence the destination in the virtual world, contributing to a
memorable experience, and generate visiting interests (Berger
et al., 2007; Hay, 2008). Therefore gamication as a form of vir-
tual experiential marketing, offers an opportunity to experience the
destination virtually in an entertaining setting, increases the brand
awareness, provides meaningful experience to market the tourist
attractions and encourages deeper engagement for tourists with
the destination.
3.2. Enhance tourist experiences
In recent years, tourism experiences have become a research
focus. Researchers believe that tourism industry should provide a
 F. Xu et al. / Tourism Management 60 (2017) 244e256
multi-dimensional and multifaceted experience for tourists (Kim
et al., 2012; Ritchie & Hudson, 2009). Not only can gamication
bring a new, innovative way of marketing, raise brand awareness,
but it can also be used to enhance tourist on site experiences.
Gamication can add to on site experiences at the following areas:
fantasy, immersion and fun.
The fantasy experiences and the freedom to act in a virtual
world are important motives for game players (Xu et al., 2015). In
video games, the environment has been used to stimulate this
fantasy, for example, location, weather, and a specic season, which
all add to stimulate fantasy emotions (Bulencer & Egger, 2015). In a
carefully designed gamied system, tourists can choose their ava-
tars and have the freedom to play someone else, to enhance their
fantasy experiences in a fun, and more stimulating way, leading to a
higher level of satisfaction.
Regensburg is a UNESCO World Heritage Site in Germany. In
order to improve tourists' active learning about the history at the
destination, a mobile app REXplorer has been developed (Waltz &
Ballagas, 2007). Using fantasy role play, tourists can act as assistants
to a virtual gure Rex to explore the destination. Tourists, guided
by the mobile app, play the game whilst seeing the sights, interact
with historical buildings and characters. They can take pictures and
receive a personalized geo-referenced webblog of their walk when
they nish the game (Fig. 2). This game offers the virtual avatar,
allowing tourists to play someone else to experience Regensburg.
The nature of this experience becomes fantasy and personal, and
adds fun to the visitor. Rather than passively seeing the historical
buildings, the game encourages tourists to actively explore the
history behind each building and attraction, to engage with the
destination in a fun way, offering a deeper understanding and
meaningful experience.
The concept of immersion from gaming can also be used to
enhance tourist experiences. McMahan (2003) denes immersion
as the psychological components of concentration, emotion and
cognitive evaluation of the game. Takatalo, Hakkinen, Kaistinen,
and Nyman (2010) propose immersion as an important part of
the game experience. Ermi and Mayra (2004) categorize three
types of immersion, namely: 1) sensory immersion (the stimulate
of the game, such as sound); 2) challenge-based immersion (chal-
lenges and abilities); 3) imaginative immersion (imagination, fan-
tasy and empathy). In the tourism literature, Pine and Gillmore
Fig. 2. REXplorer app for Regensburg, Germany.
Source: http://www.caad.arch.ethz.ch/Research/REXplorer.
249
(1999) explain the feeling of getting immersed and emotionally
attached to the environment/destination can be part of the tour
experiences. Kim, Ritchie & Mccormick (2012) suggest tourists'
immersion within the destination contributes to their memorable
experiences. Through the stimulating of augmented surrounding
environment, the virtual sound, the imaginative stories, and the
challenges brought by the game tasks/missions, players could
immerse themselves in sensory, challenge-based and imaginative
immersion, which all contribute to a deeper level of personal
experiences.
For example, 3D technology, virtual technology and Augmented
Reality as main technology tools in games, can offer a stimulating
and immersive experience to the tourist players. Some tourism
destinations offer augmented reality tours for their mobile apps
such as Tuscany, Hong Kong and Scotland. The pop up text, sound
stimulation and the virtual pictures, augmented with the sur-
rounding environment, encourages the visitor to interact with his
surrounding attractions, providing an even more stimulating and
immersive experiences with the real environment. The foundation
of Hellenic World in Athens (Foundation of the Hellenic World,
2016) offers a 3D virtual tour to Ancient Miletus, providing an
immersive experience of attractions including theatre, harbour,
Tholos etc. to tourists. Through this sensory immersion, a gaming
enhanced aesthetic experience is delivered to tourists.
3.3. Engagement
In the gaming literate, a set of gaming mechanisms work
together to improve the players' engagement with the game system
(Ermi & Mayra, 2004). Player's high engagement contributes to
their game experiences (Klimmt, 2003; Jennett et al., 2008; Brown
& Vaughn, 2009), and the emotional enjoyment of playing leads to
more engagement of game play. In the marketing literature, re-
searchers believe customer engagement with the brand will
improve brand loyalty (So, King, Sparks, & Wang, 2016). Vivek,
Beatty, and Morgan (2012) believe a high engagement with the
costumer contributes to the formation of positive attitudes towards
the brand. Engagement is also an important dimension of co-
creation in services management. The concept of co-creation
emphasize the role of tourists, focusing on the user involvement
in the dynamic design process of experiences. How to encourage
250 F. Xu et al. / Tourism Management 60 (2017) 244e256

tourists to engage more with the destination is critical for desti-

nation competitiveness. Researchers believe that the tourism in-
dustry should provide a multi-dimensional and multi-faceted
experience for tourists (Kim et al., 2012; Ritchie & Hudson, 2009).
Experiences could happen through all contact points (Hoarau &
Kline, 2014). Pine and Gillmore (1999) conclude four levels of
engagement for tourists, such as emotional, physical, intellectual
and spiritual engagement, which is part of their personal experi-
ences. Games provide a means of dynamic interaction through
suggested tasks/missions, and link with surrounding physical lo-
cations (location based games), challenge the player virtually,
providing instant feedback for the player's achievements,
responding to the players emotions in a fun and rewarding way
before, during and after trip.
Goecatching is a popular outdoor game based on the classic
treasure hunt (Fig. 3). Players use GPS enabled devices (such as
smart phones) to nd treasure boxes on site. Initially, it was not
specically designed for tourism, but now Goecatching also
partners with local tourism associations to create special treasure
hunt tours. Based on the location and description provided,
players look for the hidden treasure (Bulencer & Egger, 2015).
Through this engagement, players are encouraged to interact with
the destination on site. Sighter is another location based game
developed by Waterways Ireland. Players select a sight, nd it and
snap a photo of it to win points, they can unlock the sight
description and discover other photos related to that sight. Both
games are typical location based treasure hunt games, providing a
way of vividly experiencing the destination, encouraging tourists
to engage with the destination. Linaza, Gutierrez, and Garcia
(2014, pp. 497e510) suggest tourists could learnin those
games, tourists could learn about the destination when they
follow recommended attractions/treasure in those games, which
will improve their on site experiences. Involving tourism organi-
zations can also create awards such as free tickets, food and
engage local enterprises in co-creation.

3.4. Improve customer loyalty

Marketing researchers suggest customer loyalty include

behavioural loyalty, attitudinal loyalty, and composite loyalty
(Jacoby & Kyner, 1973; Jacoby & Hestnut, 1978). Gamication could
improve loyalty programs by adding fun and relatedness, bringing
dynamic interactions between different players through team
working, sharing and between the player and the game itself
through challenge and achievement (Clanton, 1998; Schiano &
White, 1998). By using game mechanism such as points, rewards,
leader board, sharing and competition, gamication can respond to
both behaviour and psychological needs of the customer, link to
both behaviour and attitudinal loyalty, stimulate a more dynamic
and fun process towards building behaviour loyalty, attitudinal
loyalty and composite loyalty.
Airline frequent yer programs are mainly designed to create
customer loyalty by offering advantages if the customer ies
Source: https://www.geocaching.com/play.

regularly. Air Canada has developed an application earn your

wings to gamify their loyalty programs. Players could get 200
points with each take-off and landing when ying with Air Canada.
To climb up to the top of the leader board, the player needs to y
from designated airports named Pit Stops (http://earnyourwings.
Fig. 3. GeoCaching game.

aircanada.com/en). Leader board, progress bar, levels, rewards,

gifting and sharing are used to increase customer loyalty in this
gamied app (Fig. 4).

3.5. Entertainment

Fun is a basic gaming element for every game. Games will bring
 F. Xu et al. / Tourism Management 60 (2017) 244e256
Fig. 4. Air Canada Earn your wings gamied app.
Source: http://earnyourwings.aircanada.com/en.
fun and entertainment to marketing (Zichermann & Linder, 2010).
Games as an entertainment tool, can be played before, during and
after the trip. From tourists' point of view, pre-trip games are
mainly played to kill time, while during trip games are played to
enhance on site experiences particularly those location based
games (Xu et al., 2015). Stratford upon Avon, the hometown of
Shakespeare, has developed a new app Eye Shakespeare. This
gamied mobile app, uses augmented reality tool to provide the
tourists with a 3D virtual Shakespeare, who introduces his birth
place, shows tourists around and allows tourists to take a photo
together with this virtual gure (Fig. 5). Instead of traditional tour
guides, this virtual gure of Shakespear telling his own stories is
much more fun. By using some gaming elements such as reward,
story telling, fun, it provides tourists with a fun, interactive, and
engaging experiences.
3.6. Employee management
Gamication can also be used as employee management and
training tool, an inward function of gamication.
Marriot my hotel is a game based on Facebook launched by
Marriot Hotel Group. Players can play as managers of a virtual
restaurant in the hotel, (www.news.marriort.com). They can
create their own restaurant, where they can buy equipment and
ingredients on a budget, hire and train employees, and serve
guests. When they proceed, they can also play other roles in the
hotel. Points will be given when they satisfy a customer's need.
In the end, players will get rewards if they make a prot (http://
news.marriott.com/2011/06/my-marriott-hotel-opens-its-doors-
on-facebook.html). The aim of this game is to get people to
know the operation of hotels, generate interests to work in
hotels, and stimulate new staff training for human resources (Xu
et al., 2014).
Table 3 summarizes some of the best practice cases in the
tourism industry.
In addition, some of the useful gaming elements have also been
used in tourism sectors without developing a specic game. For
example, KLM uses the gaming element of surprise and gifting, to
251
deliver a surprise gift to KLM travellers using data generated from
Foursquare and Twitter (Bulencer & Egger, 2015).
Table 4 identies the benets of tourism gamication. Generally
speaking, the benets of tourism gamication include two aspects:
the outward function and inward function of gamication. The
outward function refers to tourists' experiences before, during and
after trip. Before the trip, tourism specic games (Online games;
mobile games) feed tourism information to potential tourists,
generate interests, and stimulate visiting inspiration. Useful
tourism information may convert to sales/purchases. During the
trip, location based games as an entertainment tool can encourage
tourist engagement, enhance on site experiences. After the trip, on
line games can recall memories, invite friends to share experiences
and advocate the destination. Rewards/coupons in the game and
gamied loyalty programs may encourage repeat visits. The inward
function of gamication mainly includes the use of games to
familiarize the employee, and the use for staff training programs
such as in the case of Marriot hotel.
4. Conclusion and further research
Gamication has become a focus of attention in an increasing
number of elds including business, education, and health care.
This paper reviews the trend of gamication, systematically con-
ceptualizes gaming and gamication in general terms and in spe-
cic tourism elds. Drawn on MDA model, it identies game design
elements, and discusses intrinsic and extrinsic motivational factors
that contribute to meaningful gamication. It recommends some of
the best practises of gamication in the tourism context and dis-
cusses the benets of gamication in tourism marketing. Extensive
literature review demonstrates that gamication is a vital move-
ment for business in general, and it is also emerging as a future
trend for tourism. A wide range of tourism sectors are applying
gamication into tourism marketing practices, co-creating tourism
experiences and training employees.
A set of gaming elements has been identied, such as, the
commonly used badges, rewards, points (extrinsic elements),
relation, autonomy and competence (intrinsic elements). As
 252
F. Xu et al. / Tourism Management 60 (2017) 244e256
Fig. 5. Eye Shakespeare app, Stratford Upon Avon.
Source: http://www.shakespeare.org.uk/visit-the-houses/eye-shakespeare-app.html.
 F. Xu et al. / Tourism Management 60 (2017) 244e256 253

Table 3
Some of the best practices of gamication in tourism industry.

Sectors Company Case Description Gaming Elements Recommended Gamication Award

Literature

Airline Air Canada Gamied app for loyalty programs, rewards for each take off and landing Leader board, Gsummit GAward
rewards, gifting, Consumer facing
progress bar, points application winner 2014
Hospitality Starwood Partnership with Foursquare to provide customers 250 bonus points per point system, Xu et al. (2014)
SPG program check-in and chances to unlock a hidden Free Resort Night Award. rewards,
badges, sharing
Marriott My Social media game aiming at recruiting new staff for job vacancies and point system, levels, Xu et al. (2014)
Hotel familiarize players with various parts of a hotel. virtual goods
DMO Smileland A game specically targeting potential tourists to visit Thailand, based on sharing, rewards, Xu et al. (2015)
Thailand the tourism attractions of Thailand, the game is aiming to generate brand leaderboard,
awareness of Thailand as a tourist destination competence
Discover A gamied mobile app that offers city walks structured around different sharing, rewards, (Bulencer &
Hong Kong topics, tourists will be awarded a stamp when nish 50% of their walk feedback Egger, 2015;
City Walks which can be shared on Facebook Stadler &
Bilgram, 2016)
REXplorer Gamied mobile app showing tourists around the historical town of role play, fantasy, fun, (Waltz &
Regensburg. Using fantasy role play, tourists play a role as scientic rewards Ballagas, 2007
assistants who help a certain Professor Rex to understand and research ; Celtek, 2010)
Regensburg's perpetual magic.
Partnership Sighter Location based photography game. Players select a sight, nd it and snap Points, sharing, clear (Bulencer &
with a photo of it to win points, they can unlock the sight description and goals, fun, Egger, 2015);
tourism discover other photos related to that sight. Partnership with Waterways leaderboard
sectors Ireland.
Geo-catching Location based treasure hunt game. Partners with local tourism collaboration, clear
associations to create special treasure hunt tours. goals, fun, reward (Bulencer &
Egger, 2015;
Celtek, 2010)

Table 4
Benets of tourism gamication.

When Benets How

Outward Function of Before
Increase brand awareness, tourism specic games (online games; mobile games) feed tourism information to potential tourists, generate
gamication inspiration/dream interests, stimulate visiting inspiration, increase brand awareness; Virtual Reality/3D technology as a

Generate interests technological tool supports these functions.

Information conversion to
sales/purchase
During
Engagement/interact location based games encourage on site engagement with the destination, augmented reality games interact

Enhance experiences the player with the real surrounding tourism attractions; Gaming as an entertainment tool to kill time.

Entertainment tool
After
Loyalty/repeat visit Online games recall memories, encourage sharing experiences, inviting friends, advocate the destination,

Share experiences rewards/coupons in the game and gamied loyalty programs encourage repeat visit

Recall memories

Advocate/ambassador
Inward Function of
Employee management Use of games to familiarize the employee, use for staff training
gamication
Employee training

Generate fun interests

intrinsic elements respond to the players' inner call, focusing on the
hedonistic function of gaming, it is often found to be more inu-
ential, and will contribute to a deep engagement and great satis-
faction (Deci et al., 1999; Ryan, 2012). Meaningful gamication
should not only emphasize extrinsic elements but also focus on
intrinsic elements (Zichermann, 2011). Based on the self-
determination theory (Ryan & Deci, 2000), some design frame-
works of gamication have been proposed (Aparicio et al., 2012;
Burke, 2014; Werbach & Hunter, 2012).
Through a wide range of applications and support functions,
the potential of gamifcation for the tourism industry is signicant,
such as engaging tourists in experiential co-creation and training
service providers for innovative processes and functions. Gami-
cation can be used to enhance tourist on site experiences, and also
to be used as an innovative marketing tool before the trip or to
share experiences and stimulate repeat visit after the trip.
Gamication is emerging as an innovative way of marketing that
can attract potential tourists, build up unfamiliar tourism brands,
particularly for those less well known destinations. A few best
practise cases show the innovative concept of gamication has
been widely used within the industry, including Destination
Management Organizations (DMOs), airlines, hotels etc.. Gami-
cation of tourism can contribute to a more rewarding interactions
and higher level of satisfaction, as well as increase brand aware-
ness and loyalty to the destination. Based on game design ele-
ments, tourist players will experience challenges, rewards,
competition, story telling, fantasy, role play etc, enhancing their
on site experiences at the destination. The gamied system
254 F. Xu et al. / Tourism Management 60 (2017) 244e256
creates fun, engaging, rewarding tourist experiences, contributes
to a deeper engagement, understanding and learning, higher
satisfaction with the tourism company, establishes a fun and
personal experience, which contributes to increased brand
awareness, built up customer loyalty, and enlarged prot for the
tourism company. To the tourists, the benets of gamication
include both the hedonistic value of the game play, such as the
enjoyment and fun of playing games, and utilitarianistic value of
the game, for example, the tourism information provided in the
game, the rewards (free tourism tickets and sales coupons)
generated from game play. To the tourism company, the benets
also include a dynamic engagement with the customer, increased
brand awareness and promotion and added customer loyalty.
However, gamication has its own weakness and limits, for
example, it usually appeals to younger generation and the results
of gamication maybe context specic, therefore, a careful design
is needed.
Nevertheless, gamication is an emerging research topic in
many elds, such as education, business management, marketing,
health, sustainability and computer science. Academic research on
the application of gamication in specic tourism eld is still
scarce. As tourism gamication is still in its infancy, only a limited
amount of existing research is relevant. This paper is only an
exploratory research that tries to conceptualize gamication in the
tourism context with a few case examples. Besides, gamication is
involving rapidly in the industry and new games and new appli-
cations are emerging everyday, such as the popularity of Poke mon
GO. Research on gamication of tourism needs to be constantly re-
validated and a continuous investigation is needed. Based on the
results in the paper, the researchers would like to suggest the
following research directions: 1) the difference between a fully
edged game and the gamied system and whether this would
inuence user experiences; 2) the design process of gamication in
the tourism context based on the nature of tourist experiences; 3)
the successful implication of useful gaming elements in different
sectors in tourism; 4) in-depth case studies and empirical research
on the effectiveness of gamication's inuence on sales and pur-
chase behaviour in the tourism context. 5) tourists' and service
providers' preference on tourism gamication from a user
perspective.
Acknowledgement
This project is partly funded by Chinese National Nature Science
Foundation (41571133); Central University Fundamental Funds
(2242016S30041), China; and Fusion Fund (NX0392), Bournemouth
University, UK.
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256 F. Xu et al. / Tourism Management 60 (2017) 244e256

Feifei Xu, PhD, is a professor in the School of Humanities,
Southeast University, China. Her main research interests
include tourism in protected areas, cross-cultural issues in
tourism, as well as etourism with a particular focus of
gaming and gamifcation in tourism.
Jessika Weber, is a PhD candidate at etourism lab in the
School of Tourism, Bournemouth University. Her research
area includes augmented reality games and tourism.

Dimitrios Buhalis, PhD, is a professor and head of Tourism

Department in the Faculty of Management, Bournemouth
University. His research interests include etourism, stra-
tegic management and tourism marketing with speciali-
zation in technology and tourism.