Gamification practices in tourism: An analysis based on the model by Werbach &amp; Hunter (2012)

Paixão, Wilma Barros da; Cordeiro, Itamar José Dias e

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Papers • RBTUR 15 (3) • Sep-Dec 2021 • https://doi.org/10.7784/rbtur.v15i3.2067 copy

Gamification practices in tourism: An analysis based on the model by Werbach & Hunter (2012)

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Abstract

Innovative tourist products have been surging throughout the world as a response to the rising competition in the sector. Among the existing initiatives, some seek to engage people, to motivate their satisfaction, and to transform the user experience through gamification. At the same time, there is a lack of studies regarding the elements used in those initiatives. With that in mind, the present study has as its objective to analyze gamification practices in tourism (national and international). Therefore, this is an exploratory-descriptive research study that uses a systematic review method to identify practices of gamification in tourism all around the world. The queries were made using keywords in English, French, Spanish, and Portuguese in the following databases : Portal de Periódicos CAPES (CAPES Periodical Portal), Science Direct, Publicações de Turismo (USP) (USP’s Tourism Publications) and the site “Gamification in Tourism.” After the initial survey, following the inclusion and exclusion criteria, 40 practices remained, which were analyzed using the Werbach & Hunter (2012) model. The main finding of the study was that all practices fulfill at least one of the 27 gaming elements proposed by Werbach & Hunter (2012) ; the most common elements were “Challenge,” “Progression,” “Feedback,” “Mission” and “Achievement” ; the least common elements were “Boss,” “Chance,” “Teams,” and “Gifts.” The main conclusion of this study is that the frequency of the elements identified suggests a preoccupation with the practices analyzed in maximizing the experience for the visitors. In other words, gamification is being used to provide memorable experiences and not only as a pastime activity. Finally, it is important to mention that this is an original study whose value resides in the diffusion of knowledge about a subject that, although important, is still not widely discussed by the national scientific literature.

Keywords
Tourism; Gamification; Innovation; Experience; Werbach and Hunter

DIMENSION	GAME ELEMENT	DESCRIPTION
DYNAMICS	Emotions	Has to do with the feelings the game seeks to arouse in participants, such as curiosity, happiness, frustration, fun, etc.; that is, it has to do with the emotional effort that the game seeks to imprint as a way to keep users playing.
	Narrative	Gives coherence and purpose to the gaming system, not allowing it to become the sum of random elements. It is the narrative that creates the system’s feeling of purpose.
	Progression	The idea of experiencing players the feeling of progressing in the game instead of being stuck.
	Relationship	This element aims to bring users close to their friends and family members during a game.
	Restrictions	The attempt to limit what can and cannot be done. It creates obstacles that players need to overcome to prevent the game from becoming monotonous.
MECHANICS	Resource Acquisition	Allows users to collect items that help them achieve specific goals.
	Chance	Inserts randomness to the player’s actions as a way to create a feeling of surprise and uncertainty.
	Competition	Provides participants with the feeling of victory or defeat in terms of a contest with other teams or people.
	Cooperation	Unlike the previous mechanics' item, the goal here is to make users experience a feeling of victory or defeat with other people.
	Challenges	The objectives that users must accomplish.
	Feedback	Allows players to investigate how they are progressing in the game.
	Rewards	The benefits players can get from achievements in the game.
	Victory	The “state” that defines that the game has been won.
COMPONENTS	Avatar	The visual representation of the player in the scope of the game.
	Virtual Goods	Items inside the game that players can collect and use their virtual form, but that still have value to the player. The players can pay for the items with game currency or real money.
	Badges	Visual representations of achievements inside the game.
	Boss	The typically difficult challenge at the end of a level must be overcome to advance in the game.
	Collections	They are formed by items collected inside the game. Cards and badges are frequently present in collections.
	Achievements	The rewards received by the player for completing a set of specific activities.
	Unlockable Content	Items not available at first. To access them, the player must do something specific.
	Social Graph	The ability to see friends who are also in the game and interact with them.
	Mission	Consists of a set of achievements.
	Levels	Representation of the players’ evolution. The players’ level increases as they get better in the game.
	Points	Type of unit accumulated with successful actions that allow increasing one’s levels.
	Gifts	The items given by a player to another or the system itself.
	Ranking	List of players with the highest scores and achievements in a game.
	Teams	A resource that allows gameplay with other people to achieve the same goal.

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[1] Wilma Barros da Paixão

Bachelor's in biomedical engineering (UFPE). Currently enrolled in the Bachelor of Tourism Program (UFPE) and the Postgraduate Programme in Development and the Environment (PRODEMA) at the Federal University of Pernambuco.