Gamification: Best Practices in Research and Tourism
- Recently “gamification”—applying game-mechanics to a variety of non-game fields—has become a hot topic in a variety of industries, given its wide array of purposes. Simply put, gamification can incorporate existing products into part of an enjoyable experience, and turn business and innovation processes into compelling tasks. For instance, gamification applied to new market research has been found not only to stimulate user engagement but also to improve the quality of the data. The reasons are simple: participants who are deeply immersed in the process are more likely to reveal insights into latent needs and propose solutions to problems. In the following chapter, we will show examples on how gamification can be used in new market research and in tourism to boost consumers’ experience and induce favourable results. We conclude by suggesting that the concept of gamification may be conceived as a powerful enabler and amplifier of individual value co-creation.