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From Crowdsourcing to the Use of Masscapital. The Common Perspective of the Success of Apple, Facebook, Google, Lego, TripAdvisor, and Zara Read chapter Read first chapter

2015 | OriginalPaper | Chapter

11. Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism

Author : Marianna Sigala

Published in: Advances in Crowdsourcing

Publisher: Springer International Publishing

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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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previous chapter Using Crowdsourcing to Overcome Barriers to Women Entrepreneurship
next chapter Crowdsourcing: An Application of Promotional Marketing
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Metadata
Title
Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism
Author
Marianna Sigala
Copyright Year
2015
Book
Advances in Crowdsourcing

Print ISBN: 978-3-319-18340-4

Electronic ISBN: 978-3-319-18341-1

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-18341-1_11

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