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

  • Alčaković S
  • Pavlović D
  • Popesku J
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Abstract

A wide range ofscientific 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 analysisin this paper, millennials are selected as a marketsegment with high dynamic growth on the tourism market. The role and importance of millennialsfor tourism and destinations are especiallyreflected in their traveling habits, lifestyle and dedication to the use of new technologies in everydaylife, and in particular playing games. The commitment of thistourism demand segment to gaming activities, as well asthe fact that millennials will make a significant part of the tourism market in the future, pointsto the need to establish a link between millennials, gamification and its application which may provide multiple benefitsfor 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. (English) [ABSTRACT FROM AUTHOR]

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APA

Alčaković, S., Pavlović, D., & Popesku, J. (2017). Millennials and gamification: A model proposal for gamification application in tourism destination. Marketing, 48(4), 207–214. https://doi.org/10.5937/markt1704207a

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