How can gamification contribute to achieve SDGs? : Exploring the opportunities and challenges of ecogamification for tourism

Abstract

Purpose

Ecogamification can make a positive impact on Tourism. With this in mind, the present study aims to examine specific stakeholders – those positioned at the upstream side of gamification process – and their perspectives concerning not only the benefits, but also the challenges of (eco)gamification.

Design/methodology/approach

The study follows a qualitative-exploratory approach and bases its results on the analysis of 10 in-depth interviews conducted with buyers and providers from the emerging Portuguese tourism and tech markets.

Findings

Results shed light on key benefits of ecogamification, including its potential to promote “green” behaviour, transmit complex information through entertainment, reward users for good practices, improve engagement and help avoiding overtourism. Simultaneously, there are important challenges to overcome, including the lack of investment, resistance to new technologies, low eco-consciousness of tourists and distraction from issues that matter. Further, findings show that ecogamification takes on different and specific roles for buyers and providers.

Research limitations/implications

The research limitations are mainly related to the sample size.

Practical implications

An effective ecogamification process depends on the integration of the supply and demand sides and, at the same time, on the responsibility of different stakeholders (providers, buyers, players) across the value chain, through a broad logic of B2B2C.

Originality/value

This study contributes towards a better understanding of ecogamification in tourism, through the eyes of buyers and providers and also provides insights regarding the role of these specific stakeholders and the relationship between them.

研究目的

生态游戏化对旅游业有积极影响。本论文探究特定利益相关方--游戏化过程的上游一方—对（生态）游戏化的既得利益以及挑战。

研究设计/方法/途径

本论文采用定性-探索型调研方法, 进行了10次深度访问, 对葡萄牙新兴旅游科技市场的购买方和采购商进行对话。

研究结果

研究结果对生态游戏化的关键利益做了梳理, 包括其对潜在“绿色”行为的倡导, 通过娱乐方式传输复杂信息；奖励用户良好行为, 促进用户参与度, 以及帮助避免过度旅游现象。同时, 研究明确了重要挑战需要克服, 包括资金投入的缺失, 新技术的抵抗, 游客的生态意识低下, 以及生态的衍生问题等。此外, 研究结果表明生态游戏化对买房和卖方的不同特定角色。

研究理论限制/意义

研究理论限制主要集中在样本数量较小。

研究现实意义

有效生态游戏化过程取决于供求双方的整合, 同时, 责任于不同利益相关者（供方、买方、游戏人）在整个价值链上, 通过B2B2C逻辑达成。

研究原创性/价值

本论文深化了对旅游业中生态游戏化的理解, 通过买方和供方的视角, 同时针对这些特定利益相关者的角色以及其之间的关系, 提出独到见解。

关键词

关键词 游戏化、生态游戏化、可持续性、SDGs、旅游业

Citation

Souza, V.S., Marques, S.R.B.d.V. and Veríssimo, M. (2020), "How can gamification contribute to achieve SDGs? : Exploring the opportunities and challenges of ecogamification for tourism", Journal of Hospitality and Tourism Technology, Vol. 11 No. 2, pp. 255-276. https://doi.org/10.1108/JHTT-05-2019-0081