the future of tourism gamified experience design PAUL BULENCEA
Jul 16, 2015
the future of tourism gamified experience design
PAUL BULENCEA
Radical mental change
MARRIED AGE 60-‐65
Who am I?
FUTURE FOR MOST PRESENT FOR FEW
Habl – People working in the field / Lowry – The Pond / Evans –Waitress
Extract comodities Make goods Deliver services
Pink (2006), Nijs & Peters (2004)
Internet J
Pine & Gilmore (1999)
Kim & Maugborne (2005)
“It sounds cheesy and it’s probably hard to believe, but Tomorrowland 2013 was a life changing experience for me.” Participant
Why gameful tourism memorable experiences?
Memorable experience properties
5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance
Boswijk et al. (2012)
the process of making activities more gameful
Werbach (2014)
gamification
Someone who is optimistic, curious, motivated, and always up for a tough
challenge.
McGonigal (2010)
gameful
5 senses Emotional Unique, intrinsic value Contact with raw stuff
Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance
Boswijk et al. (2012)
toledano
exercise
THE FAMILLERS
dan
alex
andreea
alexandra
5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance
Boswijk et al. (2012)
1
5 senses Emotional Unique, intrinsic value Contact with raw stuff Increased focus looking forward Altered awareness of time Doing and undergoing Playfulness challenge & skills balance Boswijk et al. (2012)
2
Make things as simple as possible, but not simpler.
Einstein
1 + 2
Seligman (2011)
Why people travel?
Relaxation Entertainment excitement fun enjoyment
Cromptopn (1999) Yiuan & Mcdonald (1990) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002)
Positive emotions Relaxation Entertainment excitement fun enjoyment
Cromptopn (1999) Yiuan & Mcdonald (1990) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002)
Escape novelty sports adventure stimulation
Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)
ENGAGEMENT Escape novelty sports adventure stimulation
Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)
Enhancement of relationships Social Interaction family togetherness kinship socialize meet people date more
Crompton (1979) Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Klenosky (2002) Pearce and Lee (2005)
relationships Enhancement of relationships Social Interaction family togetherness kinship socialize meet people romance
Crompton (1979) Yuan & McDonald (1990) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Klenosky (2002) Pearce and Lee (2005)
self-evaluation self-exploration self-actualize value expression cultural experience isolation nostalgia
Crompton (1979) Fodness (1994) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)
Meaning self-evaluation self-exploration self-actualize value expression cultural experience isolation nostalgia
Crompton (1979) Fodness (1994) Uysal & Jurowski (1994) Turnbull & Uysal (1995) Pearce and Lee (2005)
prestige knowledge and reward maximization learn more know more be more productive self-development
Crompton (1979) Yuan & McDonald (1990) Fodness (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002) Pearce and Lee (2005)
Accomplishment prestige knowledge and reward maximization learn more know more be more productive self-development
Crompton (1979) Yuan & McDonald (1990) Fodness (1994) Turnbull & Uysal (1995) Oh, Uysal, and Weaver (1995) Cha, McCleay & Uysal (1995) Klenosky (2002) Pearce and Lee (2005)
What makes a touriSM experience memorable?
Positive emotions Hedonism refreshment engagement novelty Involvement relationships social interaction local culture meaning meaningfulness Accomplishment knowledge
Kim (2014)
Positive emotions Hedonism refreshment engagement novelty Involvement relationships social interaction local culture meaning meaningfulness Accomplishment knowledge
Kim (2014)
What are video games good at?
Rigaby & Ryan (2011) Seligman (2011)
Immediate frequent consistent
examples
What happened?
Gameful design
Memorable experience
design
Gameful design
Memorable experience
design
Why?
Newman
Example
Other experimental examples
Personal example
Stiegl beer museum salzburg
explorE
CREAte
Reflect
implement
implement
results
Normal: 152 respondents (78 DE, 74 EN) Gamified: 109 respondents (58 DE, 51 EN)
0
1
2
3
4
5
6
7
Normal
Gamified
I think that without the game, it would have been very lame Lucy, 8
The kids liked it so much that they wanted to do the tour one more time! Mother
HOW? Next time
Sum-up
Sum-up Memorable tourisM experiences
are key
Sum-up Game design knowledge can
enhance them
Sum-up technology helps a lot
Sum-up It is not easy to design a gameful memorable tourisM experience
Sum-up PROTOTYPING AND EXPERIMENTING
IS KEY
Sum-up Radical mental change
Thank you! [email protected] www.gamification-in-tourism.com www.sideview.us paul hrd Paulbulencea #ALT-FUTURE-OF-TOURISM