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Advances in Social Science, Education and Humanities Research, volume 625
ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and
Design (ICON-ARCCADE 2021)
Analysis of Tourism Game Effectiveness as
Promotional Strategy
1,* 2
Annisa Nurrahmania Banung Grahita
1
Institut Teknologi Bandung, Indonesia
2 Institut Teknologi Bandung, Indonesia
*Corresponding author. Email: annisa98n@gmail.com
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.
Keywords: Tourism Game, Gamification, Tourism Promotion, Video Game.
1. INTRODUCTION include offering special promotions, membership
Since the last few years, gamification has become rewards, and loyalty cards to entice customers to
one of the popular creative promotion strategies interact regularly. However, as technology advances,
applied to various industries as a promotional traditional communication has lost its appeal for
medium, one of which is the tourism sector [1]. some industries, particularly those that cater to
Several countries, such as Brazil, Thailand, Ireland, millennials [2][3]. Gamification using video games is
and Germany, have started implementing a new way that the industry is beginning to embrace
gamification in their tourism promotion media, due to its proclivity to adapt. It is because this type of
ranging from social media to video games. gamification makes it more enjoyable to engage with
Gamification is the process of incorporating game specific activities. Additionally, it may encourage
design elements into non-game contexts. Business visitors to visit tourist attractions and extend their
issues can benefit from game mechanics. When game stay in the country [3][4]. A significant increase in
mechanics are used in a non-game context, they the gamification market reached $177.8 billion in
serve as a motivator and a point of reference for revenue in 2020 and was dominated by mobile
creating more engaging digital systems and platforms with an increase of 4.4%, contributed
influencing user behavior and social interaction mainly by smartphones in 2021 [5].
procedures [2]. Traditional gamification strategies
Copyright © 2021 The Authors. Published by Atlantis Press SARL.
This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 295
Advances in Social Science, Education and Humanities Research, volume 625
A tourism game is one type of strategy that can image of the Indonesian tourism industry in the eyes
convey messages through a personalized approach in of the world. The Indonesian Ministry of Tourism
interactive visual media based on particular tourism and Creative Economy in 2019 has started using a
objectives or themes [1][2]. Tourism games can gamification strategy to introduce the culture and
impact and attract visitors, particularly the millennial beauty of flora and fauna by cooperating with Agate
generation, by providing interactive experiences. (an Indonesian game developer). Through the Onet
Experts say this type of gamification has a wide Go and Crossword Go games, this strategy is
impact on tourism. The increasing amount of traffic considered quite successful in increasing the number
on the site that also attracts the number of tourist of foreign tourist arrivals from Malaysia and
visits is an advantage claimed as the impact of the Singapore by 24.56% and 16.46%, respectively [8].
tourism gamification strategy [1]. The primary This way, developing tourism promotion
elements, virtual experiences, and strategies in tourism games to promote tourist
interactions employed in tourism gamification tactics destinations and attract visitors is considered feasible
encourage tourist visits to a tourist destination based at the national scale. More research is needed to
on how they respond to a stimulus. As a result, for determine the best gamification strategies for
tourism gamification to be effective, it must be based tourism. The most popular games used in tourism to
on tourist behavior models. increase engagement and enhance tourists' on-site
experiences are online or offline games as well as
location-based mobile games [1]. Hence, researchers
will evaluate the effectiveness of tourism games as
gamification strategies. This research study expected
that the outcome can help Indonesia develop a
tourism gamification strategy.
2. METHODOLOGY
This study uses a descriptive qualitative method
by compares three video games: Ireland Town
Figure 1 Tourist behavior models in decision- (2011), Questo: City Exploration Games (2020), and
making Legend of Catalonia (2020). It is focused on three
The tourist behavior model aims to understand aspects that can be used to create gamification
the behavior of tourists in making visit decisions tourism games and measure their success. The first
based on responses to the stimuli they receive from aspect of this analysis is tourism marketing goals. An
the tourist's point of view [6]. The Tourist Authority aspect of tourism marketing research is the benefits
of Thailand (TAT) has launched Smile Land of a tourism promotion strategy after meeting its
Thailand to promote tourism icons in Thailand and objectives. This benefit can be seen from both the
increase user frequency on TAT's social media destination's and tourist's perspectives, such as
channels. More than 200,000 downloads of the game tourism awareness, tourist loyalty, and environmental
Smile Land Thailand showed enthusiasm to get to awareness. It then looks at what aspects help build
know the Thai icon and contributed to a significant and support marketing goals, bringing the three
increase in tourism visits compared to 2010 [2]. The games to their goal as a tourism marketing
motivation used by TAT is to collect as many points gamification strategy. The next feature is
as possible and be the first in the leaderboard to get gamification, which is based on game design
prizes. There is also the Brazil Quest Game, a social elements. Gamification is the usage of game design
media game launched by the Brazilian Tourism concepts outside of a game. If a challenging game
Board as a form of supporting strategy to promote meets all the criteria for a game, gamification only
Brazil, which has the status as the host of FIFA. It leverages some of the game's design components [9].
significantly helps tourists, especially those who visit Deterding's idea of applying game design
to watch the FIFA league, understand everything components to the gamification technique is used to
about Brazil [7]. Indonesia must advance creative guide this study. Then there is motivation to travel.
industry marketing strategies as a country with a rich The game delivers clear, fascinating information and
cultural diversity and tourism industry. It is expected goals and a real sense of the tourist location [1]. Only
to improve the creative economy's conditions, a fulfilled motivation can make a game fun and
increase resources and investment, and strengthen the stimulate curiosity about tourist places. As a result,
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Advances in Social Science, Education and Humanities Research, volume 625
this component aims to assess how well the three and experiences, socialization, gender-based interest,
games meet player expectations and how they affect and excitement for exploration offered by GPS-based
their respective tourist locations. or VR games. Thus, motivation analysis is carried
Gamification strategies are built by presenting out to get a perspective of gamification strategies that
elements found in games in general, sorting and can attract tourists to play and visit tourist areas.
packaging them into one but not necessarily using all However, gamification in tourism is not just about
game elements like game design in general [1][9]. brand awareness and visitor attraction [1].
Gamification is most commonly used to increase user Gamification benefits both the tourism industry and
enjoyment, engagement, or overall user experience. the potential market and tourists.
Even though experts argue that "gamification" need For example, increasing brand awareness,
not be limited to a specific context, purpose, or increasing tourist loyalty, providing virtual
scenario, it has been discovered that gamified game experiences for tourists, increasing engagement,
design elements are more abstract and thus treated providing virtual entertainment for potential markets
differently. So, to explore the gamification strategy (tourists), attracting tourist attention and interest, and
of tourism games, this analysis uses at least five increasing environmental awareness in tourist areas.
levels of elements, namely: The tourism game's promotional benefits are not
The five-game elements used in gamification in absolute indicators that the tourism sector must
tourism can accomplish both short- and long-term achieve. Thus, by examining Ireland Town (2011),
objectives and various motivations. Motivation to Questo: City Exploration Games (2020), and Legend
play, especially in tourism games, influences the type of Catalonia (2020), the effectiveness of video games
of gamification used. The gamification strategy must as a strategy should be assessed. Tourism promotion
be based on player satisfaction and needs [9], an and its impact on market potential. This study also
under-researched area. Intrinsic motivation arises conducts a SWOT analysis to determine the
from the desire to keep doing something in order to advantages and disadvantages of using tourism
Table 1. Levels of Game Design Elements [9]
Level Define Example
Game design patterns and Parts of game design that concern
mechanics gameplay and generate player Resources, turns, time constraint
engagement
Game design principles Approach a design problem or analyze Variety of game styles, clear goals
a given design solution
Game interface design Successful interaction design Badge, leaderboard, level
patterns components and design solutions
Conceptual models of the components MDA (Mechanic, Dynamics,
Game models of game experience Aesthetics), CEGE (Core Element
of Gaming Experience)
Game design methods and Game design-specific practices and Value conscious of game design,
design processes processes play centric design
achieve self-satisfaction. Extrinsic motivation comes games as a promotional strategy.
from external sources like prizes, points, badges, and
leaderboards. Moreover, there is environmental a
social motivation to improve the environment [1][3].
Despite mixed results, experts agree that the
primary motivating goals for playing tourism games
are enjoyment, satisfaction with new achievements
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Advances in Social Science, Education and Humanities Research, volume 625
to Ireland increased this year, it is impossible to
determine whether the game was a significant factor.
Although tourism development in Ireland struggles to
connect social media interactions and game
contributions, there is no doubt that this game
Figure 2 (a) Questo: City Exploration Games; (b) contributes to increased tourism in Ireland [10]. The
Smile Land Thailand; (c) Legends of Catalonia. rewards Ireland Town offers players attract attention
Sources: App Store and Steam but do not guarantee loyalty. The fun and excitement
that Ireland Town provided players enticed them to
3. RESULT AND DISCUSSION play, search, and learn more about Ireland. The
information and exploration to raise environmental
Ireland Town's head of customer engagement and awareness are not enough for some players.
e-marketing, Brian Harte, stated that the game had The success of this location-based tourism
attracted 213,000 players and increased tourism gamification strategy has been proven by Questo,
awareness significantly. While the number of visitors which has influenced players who previously played
Table 2. Comparison of levels of game design elements based on Deterding’s level of gamification element
Levels Ireland Town Questo Legend of Catalonia
Time constraint in the form of a No time limit; players can explore at No time limit, free exploration,
competition to collect the most points in their own pace, independent of the large and a single-player game lasting about
the shortest time. group. 50 minutes.
Game
design Tasks will become more difficult Players must solve the clue to find Players must solve the clue to
patterns and as they progress. the next place. find the next location.
mechanics
The player's speed determines how No levels; only several quests that Levels divided into 3 quests that
quickly they level up. need to be discovered. bound from one to other storylines.
Players build a town with cottages, With fun challenges and clues in The game's goal is to explore
houses, pubs, B&Bs, and farms. Touring their immediate surroundings, players Barcelona and complete Sant Jordi's
Ireland's 32 destinations and completing discover popular and hidden attractions quest. Join Carles Puyol, Edurne
tasks ranging from learning the local while learning facts and legends as the Pasabán, and the Roca brothers to learn
language to earns players experience storyline. about Catalonia's legends, history, and
Game points. nature.
design
principles The game is a social media game The game is a location-based Virtual Reality game with
that uses Facebook as a platform. Intuitive adventure game. Adventure RPG genre. It features
graphics, few NPC interactions characters who travel to different parts
of Catalonia to learn about Catalan
history and mythology while playing
mini-games.
Game The game has a leaderboard for The game levels are divided into ten Game goals to gain six medals,
interface player competition. tasks that require solving clues and finding but badges, titles only appear on steam,
design the location using GPS tracking via phones. or PlayStation that become the game's
patterns It has a leaderboard for player competition. platform and has no leaderboard for it.
Nine challenges to unlock new Each place has a different storyline Legend of Catalonia allows
Game areas of the game. Ireland Town allows theme, allowing the player to become the users to discover facts, legends, and
design people to socialize by asking friends to main character of a story while solving stories about Barcelona throughout
help build the city. Points earned in Ireland challenges related to the surroundings to Catalonia. Mini-games become the only
models Town took the leaderboard winner to unlock new places. Location tags are used to game obstacles, causing players mixed
Ireland. 32 destinations developed check-in on goals in each country. feelings. Game created in 3D using
photogrammetry and motion capture
Game The game was created using social The game was developed through The game was developed on PC
design media to attract international tourists to smartphones, becoming supported apps of and released on Steam and PlayStation.
methods and Ireland. Gamifying knowledge of places is travel apps. It is location-based, letting Gamifying places has mixed feelings;
a fun way to learn. Players can also talk to people gain interaction by using their social the environment, graphics, and story are
design each other. It's a fun social city-building media, forums, and community. fine, but the challenges are tedious. No
processes game with no real challenges. social interaction between players, only
with NPCs.
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