Millennials and gamification: A model proposal for gamification application in tourism destination

Abstract

A wide range of scientific and professional literature deals with the topic of gamification in tourism, defining it as a new trend. In this paper a model for applying the concept of gamification at the level of the tourism destination is proposed. As a basis, and an introduction to the analysis in this paper, millennials are selected as a market segment with high dynamic growth on the tourism market. The role and importance of millennials for tourism and destinations are especially reflected in their traveling habits, lifestyle and dedication to the use of new technologies in everyday life, and in particular playing games. The commitment of this tourism demand segment to gaming activities, as well as the fact that millennials will make a significant part of the tourism market in the future, points to the need to establish a link between millennials, gamification and its application which may provide multiple benefits for both tourists and tourism destinations. Those benefits are reflected in the improvement of the overall tourist experience as a fundamental product in tourism, on the one hand, and in the improvement of all tourism destination elements.