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Abstract(s)
A indústria turística é surpreendentemente dinâmica o que leva os operadores, a uma
busca incessante por formas de fazer face à concorrência em qualquer uma das áreas
envolvidas. Os desenvolvimentos desta indústria têm sido crescentes e a aposta nacional
neste setor acompanha esse crescimento, no entanto, os cenários de crescimento
económico para o ano de 2020 dissiparam-se com a nova crise provocada pela mais
recente pandemia COVID-19. O presente estudo explora o recurso à gamificação como
meio de gerar envolvimento do consumidor, através da criação de guidelines para uma
app com vista ao mercado turístico português. As guidelines foram selecionadas com
base na opinião de um focus group de 7 elementos, todos investigadores e jogadores
assíduos e na recolha de mais de 1000 comentários online a aplicações mobile, populares
no mercado turístico. Dos dados recolhidos conclui-se que sugestões, classificações e
avaliações são pontos imprescindíveis numa app turística, a pontuação é um mecanismo
eficaz na motivação de ações por parte do utilizador, os check-in e o registo de locais
visitados é uma funcionalidade preferencial quando associada a um sistema de
recompensas. Os resultados mostram ainda, com base nas metodologias referidas, falhas
que devem ser evitadas numa app turística com recurso à gamificação.
The tourism industry is surprisingly dynamic, which leads operators to an endless search for ways to face competition in any of the areas involved. The developments in this industry have been increasing and the national investment in this sector has accompanied this growth, however, the economic growth scenarios for the year 2020 have dissipated with the new crisis caused by the most recent COVID-19 pandemic. This study explores the use of gamification as a means of generating consumer involvement through the creation of guidelines for an application focused on the Portuguese tourist market. The guidelines were created based on the results of a focus group with 7 elements, all researchers and regular players, and on more than 1000 online user reviews gathered from popular mobile applications in the tourist market. From the data collected, it can be concluded that suggestions, classifications, and evaluations are essential points in a tourist app, a score is an effective mechanism in the execution of actions by the user, check-in and the registration of visited locations is a preferred feature when associated with a reward system. The results also show, based on the indicated methodologies, several flaws that should be avoided in a tourist app using gamification.
The tourism industry is surprisingly dynamic, which leads operators to an endless search for ways to face competition in any of the areas involved. The developments in this industry have been increasing and the national investment in this sector has accompanied this growth, however, the economic growth scenarios for the year 2020 have dissipated with the new crisis caused by the most recent COVID-19 pandemic. This study explores the use of gamification as a means of generating consumer involvement through the creation of guidelines for an application focused on the Portuguese tourist market. The guidelines were created based on the results of a focus group with 7 elements, all researchers and regular players, and on more than 1000 online user reviews gathered from popular mobile applications in the tourist market. From the data collected, it can be concluded that suggestions, classifications, and evaluations are essential points in a tourist app, a score is an effective mechanism in the execution of actions by the user, check-in and the registration of visited locations is a preferred feature when associated with a reward system. The results also show, based on the indicated methodologies, several flaws that should be avoided in a tourist app using gamification.
Description
Keywords
Cocriação de Valor Gamificação Gamificação No Turismo Jogos Sérios Turismo