gamification in tourism: analysis of brazil quest game
Upload: international-federation-for-information-technologies-in-travel-and-tourism-ifitt
Post on 15-Jul-2015
42 views
TRANSCRIPT
ENTER 2015 Research Track Slide Number 1
Gamification in Tourism: Analysis of Brazil Quest Game
Cynthia Corrêaa, and Camila Kitanoa
University of Sao Paulo-USP, [email protected], [email protected]
http://www5.usp.br/en/
ENTER 2015 Research Track Slide Number 2
Agenda
Introduction
Background
Method
Results
Conclusions
ENTER 2015 Research Track Slide Number 3
Introduction
The purpose is to investigate the practice of gamification in tourism.
Focused on Brazil Quest game, launched in 2012 by the Brazilian Tourist Board (EMBRATUR).
Aquarela Plan 2020 Brazil’s International Tourism Marketing (Brazil, 2009).
ENTER 2015 Research Track Slide Number 4
Background
In Travel & Tourism, business seeks to innovate and adapting to the costumer’s behaviour and experience (Maan, 2013).
Gamification refers to the use of game design elements in non-game contexts (Deterding et al., 2011).
ENTER 2015 Research Track Slide Number 5
Background
Gamification is a business practice that uses game mechanics and game design elements to measure, influence and reward target user’s behaviours (Maan, 2013).
Gamification in tourism (Xu et al., 2013; Xu, Weber, & Buhalis, 2014; Weber, 2014).
ENTER 2015 Research Track Slide Number 6
Method
Table 1. Levels of Game Design Elements (Deterding et al., 2011).
Level Description Example
Game interface design patterns
Successful interaction design components and design solutions for a known problem in a context
Leaderboard, level
Game design patterns and mechanics
Commonly reoccurring parts of the design of a game that concern gameplay
Time constraint, limited resources, turns
Game design principles Evaluative guidelines to approach a design problem or analyse a given design solution
Enduring play, clear goals
Game models Conceptual models of the components of games or game experience
Challenge, fantasy, curiosity, reward
Game design methods Game design-specific practices and processes Playcentric design, value conscious game design
ENTER 2015 Research Track Slide Number 7
Game interface design patterns
• It has a known problem in the context. • Ranking of scores – Leaderboard.• Overcome obstacles and accumulate points.• 12 stages (cities) with a mission.• Three different levels.
Results
ENTER 2015 Research Track Slide Number 8
Game design patterns & mechanics
• It does not offer a time constraint.• The player has to get orbs to make Yep able to finish the turns.• If the numbers of points are not reached, it will be necessary to
repeat the phase.
ENTER 2015 Research Track Slide Number 9
Game design principles
• The platform executed is the runner style.• Total Plan – complete scenario (Pimenta, Contim, & Oliveira, 2006).• Each city has a unique setting, with emphasis on tourist attractions.• Differentiated soundtracks for each city are placed.
ENTER 2015 Research Track Slide Number 10
Game models
• The challenge is to complete different missions.• When the character absorbs orbs, gets happier and stronger.• The player can keep rewards in the souvenir box, and share every
achievement on social network.
ENTER 2015 Research Track Slide Number 11
Game design methods
• Playcentric design was built focused on the 12 host cities.
• Brazil Quest provides brief descriptions of the cities in English.
• For each city new attractions are shown passively as a background.
• The soundtrack is related to the local culture, encouraging tourists to unlock phases.
• It is basically a hobby game for entertainment.
ENTER 2015 Research Track Slide Number 12
Conclusions
The idea of the game is well designed and arouses curiosity to unlock the next phases.
However, the game gets monotonous, as there are not many differences in the dynamics of the game, characters and sets, or in the platform.
ENTER 2015 Research Track Slide Number 13
Conclusions
It presents technical flaws that hinder the interaction, and do not allow to share information via social network.
Within the potential of gamification, it might exist a better manner to exploit information around attractions.
ENTER 2015 Research Track Slide Number 14
Conclusions
The game wastes exploratory feature, one of the crucial factors in a tourism game (Xu et al., 2013).
Partnerships (game developers, marketers and researchers) to identify the demand of new consumers are vital to the success of gamification in the Brazilian tourism market.
ENTER 2015 Research Track Slide Number 15
ReferencesBrazil (2009). Ministério do Turismo. Plano Aquarela 2020. Marketing Turístico Internacional do Brasil. Brasília, DF, BRA.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining "Gamification". In: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments. Tampere, Finland, September 28-30: 9-15.
Maan, Jitendra. (2013). Social Business Transformation through Gamification. International Journal of Managing Information Technology 5(3): 9-16.
Pimenta, M., Contim, T., & Oliveira, V. C. (2006). Gestão de Projetos no Desenvolvimento de Jogos Eletrônicos Interativos. São Paulo. Retrieved from http://gdpi.googlecode.com/files/TF7-M_GameDevelopment_Marco-Thiago-Valter.pdf
Xu, F., Weber, J., & Buhalis, D. (2014). “Gamification in Tourism”. Zheng Xiang & Iis Tussyadiah (Eds.), Information and Communication Technologies in Tourism 2014. In: Proceedings of the International Conference. Dublin, Ireland, January 21-24.
Xu, F., Tian, F., Buhalis, D., & Weber, J. (2013). “Marketing Tourism via Electronic Games: Understanding the Motivation of Tourist Players”. In: 5th International Conference on Games and Virtual Worlds for Serious Applications. Poole, United Kingdom, September 11-13.
Weber, J. (2014). Gaming and Gamification in Tourism – Best Practice Report. Digital Tourism Think Tank: 1-14.
