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Erschienen in:
From Crowdsourcing to the Use of Masscapital. The Common Perspective of the Success of Apple, Facebook, Google, Lego, TripAdvisor, and Zara Kapitel lesen Erstes Kapitel lesen

2015 | OriginalPaper | Buchkapitel

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

verfasst von : Marianna Sigala

Erschienen in: Advances in Crowdsourcing

Verlag: 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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Vorheriges Kapitel Using Crowdsourcing to Overcome Barriers to Women Entrepreneurship
Nächstes Kapitel Crowdsourcing: An Application of Promotional Marketing
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Metadaten
Titel
Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism
verfasst von
Marianna Sigala
Copyright-Jahr
2015
Buch
Advances in Crowdsourcing

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

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

Copyright-Jahr: 2015

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

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