Gamification is increasingly being explored as a tool to enhance the tourist experience. But what does the research actually say? We spoke with Annika Aebli, Doctoral Researcher at the University of Lausanne, about how playful technologies can improve the guest experience — and where the pitfalls lie.
What is gamification in the context of tourism?
“Gamification in tourism means applying game elements — like points, challenges, leaderboards, and rewards — in non-game contexts to enhance the guest experience. It's about making the visit more engaging, memorable, and fun, while also creating value for the destination.”
What does the research show about gamification and guest experience?
Aebli's research reveals that the most effective gamification approaches tap into intrinsic motivations — the guest's natural desire for exploration, achievement, and social connection. Extrinsic rewards like discounts can drive initial engagement, but sustained participation depends on deeper motivational drivers.
- Intrinsic motivations (curiosity, mastery, social belonging) drive long-term engagement
- Leaderboards are highly effective for competitive guest segments
- Performance documentation (tracking your own progress) appeals to a broader audience
- The combination of individual and social game elements works best
What benefits can destinations expect?
Aebli points to multiple benefits: higher guest engagement, longer stays, increased repeat visitation, and more data about guest preferences and behavior. Gamification also creates natural touchpoints for communication — achievement notifications, challenge updates, and community interactions all provide opportunities for meaningful engagement.
What are the success factors and pitfalls?
The biggest misconception about gamification, according to Aebli, is that it can simply be introduced as an add-on to an existing experience. Successful gamification requires deep integration with the destination's core offering and a thorough understanding of what motivates the target audience.
“The biggest mistake destinations make is thinking gamification can simply be introduced. It requires careful design, integration with the real experience, and a genuine understanding of your guests' motivations.”
