Analyzing acceptance of gamification in the case of music festivals
DOI:
https://doi.org/10.14267/TURBULL.2020v20n3.2Keywords:
festival tourism, gamification, tourism marketing, generation ZAbstract
In recent years, the so-called gamification has also been introduced in the field of tourism. Many cities and events are trying to implement gamification in their programs. The study deals with gamification in tourism, and especially in the context of music festivals. The literature review and the results of exploratory quantitative research show that, in the intense e xperience e nvironment o f a f estival, g roups o f c onsumers c an b e i dentified, w ho are open to gamification and consider this as a significant experince-enhancing factor. Many of these individuals share their experiences online by creating quality content. There are also many visitors in the sample for whom storytelling and more serious challenges are the ’plus’ which make them choose gamified programs - especially among those who are less committed festival-goers. However, they create memories of their experiences largely for themselves and Infrequently share them on social media.
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