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Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism

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Advances in Crowdsourcing

Abstract

The use of gamification for directing and motivating customers’ behaviour and supporting crowdsourcing practices in marketing is increasingly spreading. This chapter reviews the literature for identifying the game principles and elements that can lead to effective gamification, and it then demonstrates the applicability and implications of this theory by discussing various gamification applications developed for supporting crowdsourcing marketing practices in tourism. The examples demonstrate that gamification can be used for crowdsourcing any marketing practice and influencing customer behaviour at any stage of the consumer behaviour process. Implications for future research are also provided.

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Author information

Authors and Affiliations

  1. School of Business, Department of Business Administration, University of the Aegean, Michalon 8, 82100, Chios, Greece

    Marianna Sigala

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  1. Marianna Sigala
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Correspondence to Marianna Sigala .

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Editors and Affiliations

  1. Departamento de OrganizaciĂłn de Empresas, Universidad Politecnica de Valencia, Valencia, Spain

    Fernando J. Garrigos-Simon

  2. Departamento de OrganizaciĂłn de Empresas, Universidad Politecnica de Valencia, Valencia, Spain

    Ignacio Gil-Pechuán

  3. Department of Business Administration, Universidad Politecnica de Valencia, Valencia, Spain

    Sofia Estelles-Miguel

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Sigala, M. (2015). Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism. In: Garrigos-Simon, F., Gil-Pechuán, I., Estelles-Miguel, S. (eds) Advances in Crowdsourcing. Springer, Cham. https://doi.org/10.1007/978-3-319-18341-1_11

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