Incentives for Visitor Tracking: Is Gamification the Way to Go?
Journal
Springer Proceedings in Business and Economics
ISSN
2198-7246
ISSN-Digital
2198-7254
ISBN
978-3-031-83704-3
Type
book section
Date Issued
2025-05-27
Author(s)
Abstract
Data is essential to better understand tourists and visitor flows as well as to better inform and guide tourists and manage visitor flows. In the age of data protection and overtourism, destination management organizations and national tourism organizations are challenged to find ways for consensual visitor tracking via mobile apps. Based on social exchange theory, it can be assumed that people are willing to provide personal location data when being compensated fairly. In this study, we find and explore a selection of potential mobile app features, ranging from utilitarian (personalized content, higher value of services, monetary rewards) to hedonic (gamified features) and social benefits. Based on the Kano model and a representative sample of 2038 panelists, we classify app features according to their ability to make people use a mobile app and thus allow for location-based tracking. Results show that gamification seems appealing to a subset of younger generations, while utility features are more broadly accepted and wanted. Social elements of travel mobile apps seem less attractive and relevant to most people. To convince a representative group of tourists to use a mobile app with tracking capabilities, we conclude that the focus should primarily be on actual utility of the app while gamified features should be implemented with care.
Language
English (United States)
Keywords
Tourist flows
Tourist location data
Travel mobile app
Method of Kano
Book title
Information and Communication Technologies in Tourism 2025
Publisher
Springer Nature Switzerland
Event Title
ENTER 2025 eTourism Conference
Event Location
Wroclaw, Poland
Event Date
February 17–21
Official URL