The Evaluation of Potentials of Gamification in Tourism Marketing Communication

Abstract

Traditional communication theory that marketers are active and consumer is passive is going to be obsolete. Instead, by developing participatory culture with Web 2.0, Co-creation and engagement marketing are suggested. By entering the Conceptual age which game and fun in life and work is emphasized, Gamification can be effective tool to motivate customers to collaboration. Accordingly, with review the theoretical background of gamification, the paper aims to evaluating the potentials of gamification in online tourism marketing. The results of review of gamification literatures showed that, gamification by boosting data driving, customer loyalty, brand awareness, user generated content, viriality, online engagement and of course revenue can be useful tool for success of online advertising activities.