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i-DEMO aims at supporting EU tourism professionals in acquiring and developing key competences in game-based tourism in order to foster innovation and improve overall tourism organizations’ performance by: enhancing specific skills and competences in game-based tourism; designing an i-DEMO course "Game-based Tourism"; creating an i-DEMO toolkit to apply gamification to tourism; enhancing the application and replicability potential of innovative game-based solutions.
Societal Issue
The tourism and hospitality industry has rapidly evolved with technological advancements, especially through ICT and the rise of the sharing economy. Digital platforms, social media, and mobile technologies have popularized gamification in tourism, creating engaging experiences and enhancing consumer loyalty. Gamification immerses tourists in simulated travel worlds, improving satisfaction, behavior, and involvement. Benefits include increased visitor engagement, loyalty, improved marketing, and support for sustainable tourism. However, despite its potential, gamification adoption remains limited in tourism. To address this, initiatives like i-DEMO aim to enhance skills and competences, improving employability in the evolving tourism market.
Benefit to society
The benefits that gamification can offer in the travel and tourism industry are: 1: More Engaged Visitors: we must not underestimate the immersion level that games can offer to travelers; 2: Increased Visitor Loyalty: when somebody is truly satisfied with their experience, they are much more likely to come back; 3: Improved Marketing for Hospitality and Tourism: tourism and hospitality have been the biggest ones impacted by all of the lockdown restrictions; consequently they are using all kinds of marketing methods to motivate people to start travelling; 4: Sustainability: gamification could help promote more environmentally, socially and culturally sustainable forms of tourism, supporting the twin green and digital transition.