The effect of gamification in the field of tourism and social media Gamification, tourism and social media

Abstract

The current study investigates the impact of gamification on social media and in the field of tourism and the intercultural communication. It aims to present and analyze the theories that have been formulated around gamification and provide answers regarding its contribution to tourism and social media. It is noted that the elements of gamification have been used more in education and health and less in the tourism industry. It also highlights all the opportunities that gamification offers when tourists visit places for holidays and businesses. At the same time, through the research, it is established that with the use of elements of gamification, the loyalty of users on social media increases while tourism is promoted more directly and efficiently. Additionally, this research is trying to tackle the need for innovative strategies to enhance user engagement and interaction within the tourism industry through the integration of gamification elements. The specifications of this problem may include the lack of personalized experiences for tourists, limited user participation in social media platforms related to tourism, and the need for increased customer loyalty and satisfaction. The challenges that we are aiming to address in this manuscript involve identifying effective gamification techniques that resonate with tourists, understanding the impact of gamified experiences on user behavior and decision-making in the tourism sector, and exploring the potential benefits and drawbacks of incorporating gamification in social media marketing strategies for tourism businesses. By addressing these challenges, our research aims to contribute valuable insights to the field and offer practical recommendations for industry stakeholders. Furthermore, gamification provides new opportunities to promote tourist destinations and improve interaction with people on social media in various regions. The present study is a theoretical and descriptive approach. It is also explanatory research. In particular, every research related to or with the topic was researched and evaluated through Scopus and Google Scholar. Found 12 scientific articles that were published between 2020 and 2022.