Gamification through Augmented Reality in the tourism industry / Marine VUILLEMIN / 2020

Titre : Gamification through Augmented Reality in the tourism industry Type de document : Mémoire Auteurs : Marine VUILLEMIN, Auteur Année de publication : 2020 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management TECHNOLOGIE ; TOURISME ; CONSOMMATEUR Résumé : The use of gamification through Augmented Reality (AR) is gaining ground in the marketing strategies of the Destination Marketing Organizations (DMOs). It has been noticed that marketing specialists and brands start developing these new digital tools in which AR and gamification work together to create exciting experiences for travelers. To be relevant, brands and DMOs should start developing these gamified applications in a way which will differentiate them from the competitors and create conversion. The present quantitative study highlights the gamification features through AR that have the major positive impact on the traveler buying decisions. It is shown in this study that the use of immersion features will facilitate higher feelings towards the brands and generate a buying decision from the users. Therefore, marketers should improve the immersion elements by using AR in order to make the travel a living game. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529812