Analysis of Tourism Game Effectiveness as Promotional Strategy

Abstract

Gamification is one of the creative promotion strategies applied to the tourism industry as a promotional strategy. Game is one of the entertainment media concepts which tourism has recently adopted this strategy as a marketing medium, especially in the digital era. Many countries, such as Thailand, Brazil, Ireland, and Germany, have begun to apply gamification to their tourism promotion media, ranging from social media to video games. A tourism game is one type of strategy that can convey messages through a personalized approach in interactive visual media based on specific tourism goals or themes. This type aims to attract customers using a gamification approach aimed at the millennial generation. This gamification strategy has benefited the industry, especially in terms of the economy, increased public awareness, and built market potential. It also increases the desire to visit the tourism sector, as Thailand and Brazil have proven. Therefore, Indonesia can also develop the tourism industry and compete with other countries through creative promotional strategies. Case study analysis will be carried out in this study by comparing game elements in the tourism promotion gamification strategy used in three game titles: Ireland Town (2011), Questo: City Exploration Games (2020), and Legend of Catalonia (2020). This study aims to explore the effectiveness of video games as a tourism promotion strategy and the impact that has been given to determine the market potential. Through the SWOT analysis method; This study also tries to evaluate the strengths, weaknesses, opportunities, and threats of using tourism games as a promotional strategy. By defining the effectiveness of using gamification as a promotional strategy, the analysis of the results is expected to build the Indonesian tourism industry through creative promotional strategies.