Marketing tourism via electronic games: understanding the motivation of tourist players

Feifei Xu1, Feng Tian2, Dimitrios Buhalis1, Jessika Weber1 1School of Tourism, Bournemouth University, UK

2School of Design, Engineering & Computing, Bournemouth University, UK

Abstract—Marketing tourism via games is a new phenomenon. This research uses a qualitative method to explore the motivation of tourist players. Through content analysis of the focus group results, it identifies five reasons to play a tourism game on holiday, namely, curiosity; exploration; socialization; fun and fantasy experience; and challenge and achievement. Suggestions to tourism marketing are drawn based on the findings.

Key words—tourism marketing; mobile game; tourist game player; motivation

I. Introduction

The tourism industry is an experience industry [1]. New technologies such as social media, mobile technology, and gaming provide technological tools for developing such experiences. Indeed, the travel industry has always been one of the first ones to engage new initiatives [2]. According to the World Travel Market Report [3], gamification is a major trend for the coming years in tourism, which will appeal to consumers across all age demographics.

The current use of gaming by the tourism industry can be divided into two types: 1) online/offline games, mainly used for brand awareness, to attract potential customers and to build up a destination image; 2) location based mobile games, mainly used to encourage more engagement on site and to enhance tourists on site experiences with the destination in a more fun and informative way [4]. Although there are other games which are not developed for tourism purpose, they can sometimes also be used by tourism industry. For example, Second Life, has been used to bring new products and to change a potential visitor’s destination image [5]. Researchers assert the emergency of virtual reality provides an immersive environment with a realistic experience to support the way humans communicate in real life [5].

Some Destination Management Organizations (DMOs) have responded and designed their own games. Examples can be

found in Thailand [6], Capetown [7], Ireland [8] and China [9]. Besides these online/offline games, there are also some location based games which target tourists, such as REXplorer which aim at persuading on site tourists to explore and enjoy the history of the UNESCO world heritage city of Regensburg, Germany [10].

However, these game apps are not always successful. Some fail to engage travellers, as they lack of fun and hardly implement facts about tourist spots [11]. Game developers who have a technical background are often not fully aware of tourists’ needs and motivation to play. Therefore, a user centred approach in game design is critical [12]. A sufficient understanding of tourist players’ motives and gaming experiences will be helpful in designing these games. Although there are theories on game player motivations, they are not specifically addressed to tourists, thus failed to identify tourists’ needs. Why tourists play games, when they play, what type of games do they prefer and what do they expect from game based marketing are all critical aspects of game design.

The aim of this paper is to explore the opportunities and challenges of using game-based marketing in tourism. In doing so, there are three objectives: to identify a conceptual framework for understanding tourists’ motives of playing games before, during and after holiday; to understand tourists’ expectations of game-based marketing; to make recommendations for DMOs.

II. Literature Review

2.1 Game-based marketing: a new form of digital marketing

Chaffey and Ellis-Chadwick recognized that there are 12 trends of the future of marketing; gamification as the 6th trend and mobile marketing the 10th trend [13]. Jobber mentions that the digital technology is re-shaping the entire marketing mix [14]. In terms of game-based marketing, it adds more fun and personal experience to marketing the

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product known as ‘virtual experiential marketing’ [15]. Zichermann & Linder argue that games are about pleasure, and pleasure is the new marketing, one extreme powerful dimension of marketing [16]. The proponent of social media and content marketing creates social objects for driving social media marketing. While, games provide another means of interact, in a more fun and rewarding way.

The use of games offers a variety of benefits for tourism marketing, can increase brand awareness, and attract potential customers. Game design can be based on real environments, for example, tourist attractions (as in the case of Thailand & China). Therefore, it provides potential visitors an informing and entertaining setting [17]. Games are usually presented with a virtual reality or Augmented Reality 3D technology providing an immersive and engaging experience with the virtual and real destination [18]. Gaming provides a good opportunity to create and play in online communities as a sense of community-

playing is often identified in gameplay [19]. Researchers argue with the grown up of a new generation, Generation G, who was born after 1998, whose principle form of entertainment are games and who is the first truly mobile and social generation, future marketing is facing a new challenge to this mobile and social generation [16].

2. 2 Motivation of game players

Motivation plays an important part in gameplay. Ryan, Rigby & Przybylski suggest that understanding motivation of players is an under-researched area [20]. Boyle et al. state that studies of motives for gameplay were mainly grounded in rigorous theoretical models, mostly based on satisfaction of needs [21]. The main motivations identified by researchers are summarized in Table 1. Although different methodological approaches are used, researchers tend to agree that games are mainly used for enjoyment and satisfaction of the needs for competence and relatedness [22-36].

Table 1 Game Player’s Motivation

Motivation Literature

Challenge and achievement and competition [20]; [22];[23]; [24]; [25]; [26]; [27] ;[28]; [29]

Freedom in a virtual world [20]

Sense of belonging [30]

Socialization – Social Interaction [31]; [20]; [24];[25]; [32]; [29]

Excitement [23]

Arousal [23]

Seeking information exploration [31]

Kill time [31]

Fun & enjoy [31]; [30];[32]; [26]; [5]

Escapism [24];[25];[33]

Ease of use [32]; [5]

Immersion: Discovery; Role-Playing; Customization [25];[33]; [28]; [29]; [34]; [35]

Perceived usefulness [5]

Extrinsic motivation effect on intrinsic motivation [32]

Fantasy [33]

Positive emotions [5]

Flow [5]; [36]; [28]

Characters [29]

Researchers also suggest gender, age, previous experience and even personality could influence the motivation for playing [37]. Researchers found that male players rate social interaction, fantasy and challenge more important motivations than females

[38][39]. Researchers agree that motivation changes when players become more experienced [40].

2.3 Tourists motivation

In the field of tourism, studies on tourist motivation have been carried out for a long time [41, 42]. Maslow [43] suggests that people start with basic low level of physiological need to safety, belonging and love, esteem and self-actualisation. Dann [44] and Crompton [45] divide motivations into push and pull factors; Beard & Ragheb suggest four aspects of motivation: intellectual; social; self-challenge; and stimulus-avoidance [46]. Iso-Ahola divide motivation into escaping and seeking [47]; McIntosh, Geoldner and Ritchie suggest motivations as physical, cultural, interpersonal and status and prestige motivations [48]. From the literature, there are some overlapping dimensions between a tourist’s motivation to travel and a game player’s motivation to play games. However, whether those general motivations of tourists or general motivations of game players will apply to tourist game players is unsure. In order to understand tourist players’ experiences and behaviour of game-based marketing, it is essential to explore tourist players’ motivations. According to our knowledge, there is no research up to date which has studied this before.

III. Methodology

Focus Groups have been widely adopted in social science and applied research [49]. As a qualitative research method, Focus Groups emphasise group discussions and group interactions, as well as share and compare individual experiences among the participants [50]. The method is usually used for topics that are not well understood to discover new sights. As this paper is to explore the new topic of tourists’ opinions and experiences on game-based marketing, its exploration nature and the possibility to generate new discussion, Focus Groups are considered to be a suitable method for this study.

Gaming is extremely welcomed by university students. The study was carried out in Nanjing University, China. China is one of the largest mobile users in the world, with 190 million smart phone users. Nanjing is a university which covers

a wide range of subjects, and contains both undergraduate (UG) and postgraduate students. Between Oct and Nov 2012, a message to recruit participants was posted on university intranet for two weeks. In order to participate in the Focus Group, the respondents have to meet the following criteria: (i) to currently use a smart phone; (ii) to play PC games or mobile games at least twice a week; (iii) to have taken at least one holiday trip during the last 12 months. Finally 26 students who meet the above criteria volunteered. Those 26 students were then divided into groups based on their year of study. As there are only two students from UG year 3, they are combined with year two students to form a bigger group, this group contains seven students. Profiles of the group participant could be found in Table 2. Four Focus Groups were conducted, lasting between 1 to 1.5 hours. Each Focus Group was conducted in a quiet meeting room on campus to avoid any disturbance. One of the authors acted as a moderator in all the interviews. A research assistant was employed to document the group interaction including non-verbal communication, at the end of each session, the researcher and the assistant exchanged their ideas on group interaction. This method was suggested as the role of moderator and assistant [51].

At the beginning of the Focus Group, the interviewer explained the purpose of the research, and each respondent was asked to sign a consent form of confidentiality and anonymity [52]. Each Focus Group was recorded using a digital voice recorder. Interviews were transcribed verbatim. The data was analysed using content analysis [50].

During the interview, a short video of Smile Land Thailand was shown (material was downloaded from Youtube), and respondents were asked about their general use of gaming; gaming activity on holiday; motivation to play games and whether they would play a specific tourism game.

The respondents’ age ranges from 18 to 28, covering undergraduate and postgraduate research students (see Profile of Respondents in Table 2).

Table 2 Profile of Respondents

Group A Group B Group C Group D

Year UG 1 UG 2&3 UG 4 PG & PhD

Male 4 4 4 3

Female 2 3 2 4

Age 18-19 19-22 20-22 20-28

Marriage All single All single All single All single except 1 married without kids

IV. Results and Discussion

The interaction between the respondents in the groups showed that they helped each other to relate to the issues related in the discussion. No major disagreements were revealed in the discussion.

4. 1 The general use of smart phones and the role of gaming

Each group was asked about the general usage of their smart phones. On average, the most popular usage of smart phones among students is social networking, information search rather than traditional usage of communication functions (such as phone calls, and messaging). In daily use, games were mentioned by many students as an entertainment function by both males and females in each group, reflecting the popularity of gaming among the young people.

4.2 Time: when do we play a game on holiday?

The groups agreed that people play games mainly before the trip, sometimes on the journey, maybe after the trip. Most people agreed they used mobile phones to check information about the destination before the trip, if a game can deliver these information, they would have a try. This suggests a possibility of using games as brand awareness before the trip. But when they are actually at the destination, they prefer to enjoy the real world rather than the virtual world. However, most of the groups showed interest to the idea of location-based mobile games.

‘I like playing games, but when I am on holiday, I am busy looking around, enjoy the scenery and

local food, I do not have time to play games’ (Group D)

‘…After a day’s tour, you just feel so tired, do not want to play games. Except that in the evening, you come back to the hotel, upload your photos and update your status so that your friends could have a look.’ (Group A)

All groups agreed that they played a game on the way to the destination, on a train or waiting in the airport, and the main reason for that is to kill time.

4.3 Context: what types of games do you prefer to play on holiday?

All groups agreed that while on holiday, due to the limitation of constrains of mobile phones (slow in internet speed, data roaming, small screen etc.), they prefer simple, relaxed, not too challenging games. However, in each group, there seems to be a difference between genders. Boys prefer action and strategy games, while girls prefer brain, leisure games.

4.4 Reasons: why do you play games on holiday?

In each group, people mentioned playing games is mainly to kill time on the way to the destination. ‘You can play games on the train, on the coach. Because you are bored, and you have nothing to do, this is a good way to kill time, particularly when you are travelling alone.’ (Group C)

‘Sometimes I arrive too early to the train station, or sometimes my flight was delayed, I usually play games or listening to music on my mobile to kill the long waiting time.’ (Group B)

All groups agreed that when they arrived at the destination, they prefer sightseeing than games. Some groups added the only opportunity to play games at the destination is when they come back to the hotel in the evening, they could play games again.

‘Some games give you tasks to do every day; therefore, you need to finish it. And the only time when actually at the destination is to do it when you are in bed in the hotel before you go to sleep.’ (Group A)

4.5 Motivation: to play a tourism-related game

Each group was given a video of Smile Land Thailand marketing campaign of their mobile game, and asked about whether they would play this kind of game, and what might motivate them to play.

Themes of motivation of playing a tourism game emerged as the following, it differs from previously mentioned motivation on game players but reflects more on a tourists need.

4.5.1 Curiosity

Curiosity emerged as the most popular theme. Several groups mention that as they have never played something like this before, the idea of ‘a tourist game’ attracts them, and they would definitely have a try.

‘As this is a new thing, I have never heard of this, and have never played this; I would like to have a trial to see how it looks like. So, curiosity would be my first motivation…As this is specific tourism context, I would like to see what can I do there in Thailand, shopping, food, etc. What does the Royal Palace look like, you know, that sort of tourist stuff. Explore….’(Group C )

4.5.2 Explore

The second most popular theme is exploration. Groups mention that the major motivation of them would be to see the destination in a virtual world, to gather some information about the destination.

‘A good way to get to know some practical information about the destination, particularly the small attractions, rather than popular, common attractions.’ (Group A)

‘…practical information to tourists and time saving (you know all about the destination through a game)’ (Group D)

4.5.3 Virtual experiences, a mixed feeling of reality and virtuality

‘When you play this kind of game, if you have already been to the destination, you will have a feeling of reality and virtual, this is a wonderful feeling and exciting experience. And if you visit the destination after you played the game, you will also remember how you played in the game, you might wonder am I in the virtual world or real world. Haha. I really look forward to playing this game as I have been to some places in Thailand.’ (Group D)

Comments confirm the potential influence such games could bring to enhance tourists experiences.

4.5.4 Socializing

Socializing here refers to getting to know some people who might also want to go to the destination. It was also a popular theme, particularly mentioned by females in the group.

‘If they provide a platform to allow game players to communicate with each other, you might be able to meet some people to go to the destination together. Saying buying a group ticket to get into the attraction or something.’ (Group A)

‘I think it would be good to get to know something about the local people there, to ask them (local residents in the game) questions, to see their dress code, their local food. Sometimes on holiday, particularly if it is a package holiday, you don't have much opportunity to ask the local people, as everything has been arranged for you.’ (Group B)

Here, socialization includes to socialize with potential tourists and with online local residents. The first type of socializing will result in a travel company while the second type of interaction will result in learning more about the destination and the local community.

4.5.5 Fun: a fun way to know the destination and show off

Respondents recognize gaming is a fun way to get to know the destination.

‘Unlike reading a guide book or search online information and filter those information to specific destination, I think it is fun to play a game and get to know the destination. Very useful.’ (Group C)

‘If it is well designed, it would be fun as well. As everyone who plays a game is based on it is fun. Otherwise, people would quite quickly after a few trials.’(Group C)

‘It is a better way to show a destination to friends. Traditionally you sent photos to your friend, now I invite you to play the game and show you where I have exactly been, what does it really look like. You know, it is fun.’ (Group D)

4.5.6 Challenge and achievement

Challenge and achievement were also mentioned by a few students.

‘You might start with basic information search, but in the end, it is still a game. I guess most people who play games are like me, looking for some kind of achievement. Yes, if there is some challenge there, not so easily be conquered then I will be interested. Otherwise, you play a few times before you go to the destination, then you will never come back to play again after.’ (Group D)

Fig 1 summarizes the main motivation of playing a tourism game

Fig. 1 The motivation of playing a tourism game

As illustrated in Figure 1, tourists’ basic motivation of playing a tourism game would be curiosity, as this is a cutting edge way of marketing. Exploring the destination is also popular theme. But these motivations might co-exist at the same time, as it is multi-dimensional. The popular sensation seeking motivation in game players (see Table 1) is not a popular choice here. Rather the intellectual

motivation of a tourist [46], to learn, explore and discover new things, was highlighted in the finding, reflecting the seeking dimension of tourists’ motivation [47]. It is very purposive, tourist game players want to know more about the destination. The socialization motivation reflects the possible encounter between tourists and local residents and among tourists themselves. The intrinsic motivation (fun and fantasy; challenge and achievement) seem to support the flow of the game. When players are getting more experienced they are looking for more fun and challenges, this has been verified in situations, playing a game generally [20; 22] and playing tourism games.

V. Conclusion

The paper makes an important contribution by identifying motivation for gaming tourists. The main motivation to play a tourism game is to gain practical information about the destination and to socialize with other people. The mixed feeling of playing games in a virtual and real environment (fantasy and fun) is also important. The usual motivation of playing games such as killing time [31] is not important in this case, as tourists who play this game would be purposive, to prepare for the holiday. The motivations identified in this study reflects a mixture of tourists needs and motivation [44,45,46], it suggests that tourist players might start with a basic information seeking but when they get more experienced in the game, they will seek for more challenging and achieving elements which reflects some of the intrinsic motivations of gameplay, supporting previous study [40].

To tourism marketers and game designers, it is important to understand tourism players’ motivation. The purposive feeding of destination information is important. However, the opportunity of socialising with both other tourist players and local resident players are important. But the flow of the game should not be ignored as some tourist players are also looking for challenge and pursue a sense of achievement in a virtual world. Respondents confirmed the innovation of using games in marketing tourism, its potential in raising tourist’s attention, and increasing brand awareness. When developing tourism games, destination management organisations and game designers could consider information feed, but should also consider the flow and achievement.

The games will be mainly used before the trip, on site, tourists might welcome the idea of location-based games or Augmented Reality Games to enrich a more dynamic and real experience.

This research only used a qualitative method to explore certain group’s (student) opinions. Students only commented on the video, it would be better if they could play the game themselves. As suggested, there are many factors that might influence motivation. Future research could test the conceptual model quantitatively and examine the gender, age and cultural differences but may also test it on different groups.

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