Meeting with Italian Hoteliers, Nov 22nd 2016

1. Gamification – the tool for marketing
prof. Magdalena Kachniewska
Warsaw, Nov 22nd 2016

2. What is gamification?
the process of applying game elements
to non-game applications
hardware + software + funware
ZichermannG., Cunningham Ch., Gamificationby Design, O’Reilly, 2011.

3. GAMIFICATION? WHERE DO WE USE IT?
• education
• human resources management
• workplace
• marketing
• sales
• finance
• sports
• personal development
• healthcare

4. Gamification - examples
• loyalty cards
• coupons
• discount cards
missing elements status, prestige
„loss aversion”
mechanism

5. Why gamification in tourism?
• new expectations of digital natives
• more and more of new tools (social media, geocaching, viral
effects)
• new dynamics
• shifting our needs of braging into
sharing, commenting and tourism
promotion
5

6. COBRA
consumer on-line
brand-related activities

8. Unusual moments
digital recording
as a key element
of our experience
FOMO@FOLO trends
(fear of:
missing out
living offline)
8

9. a group of Internet-based
applications that build on the
ideological and technological
foundations of Web 2.0,
and that allow the creation
and exchange of user-
generated content (UGC)

10. Hotel
Nature
Social
commu-
nity
Suppliers
Sharehol
-ders
Trade
unions
Compe-
titors
Media
Emplo
-yees
Clients
Local
authori-
ties
Govern
ment
agendas

12. 12

14. Does it make sense to have:
• Your own fanpage?
• Your own blog?
• Yours ow you tube channel?
• Instgram profile?
• etc.?
How are you going to prepare content for so many media?

17. 4Ps 4Cs 4Es
Product Customer value Experience
Price Customer cost Exclusivity
Placement Convenience ENGAGEMENT
Promotion Communication Emotion

18. 18

19. Do not pay too much for marketing 

20. Socialnomics - the power of SM
• social networking is reason No 1 to go on-line
• 25% of search results for the World’s Top 20 largest brands are
links to user-generated content (UGC)
• 78% of consumers trust peer recommendations – only 14%
trust advertisments!
• we no longer search for the news, the news search for us… - the
same is going to happen with goods and services
• more than 1,4 mln pieces of content (web links, news stories, blog
posts, notes, photos) are shared on Facebook daily!

21. Experience tourism
• ACE
(Adventure, Culture, Ecology)
• ASI
(Activities & Special Interests)
• sightseeing  sightfeeling

22. 22

23. More than a hotel - more than spending money…
How to collect points?
• riding the bike / climbing the mountain etc.
• visiting places and logging in tourism attractions
• taking photos / films and sharing them in the app
• asking your friends to join the app
• solving the problems and answering questions
• education
• sharing opinions on places/products/services
• being active!

24. Perfect example…
24

25. Hotel Gasthof Hintersee
• winter preparation week
• harvesting apples
• raking autumn leaves
• jams and apple pies
25

26. Marc Jacobs’ – # as currency

27. Game dynamics:
• game elements that motivate a player to take up new challenges
• guarantees satisfaction
• is attractive for players
Game mechanisms form game dynamics:
 points+ feedback
 status / level
 badges
 competition/ rankings
 achievements/ challenges, special missions

28. 28

29. „From a system designed to provide material satisfaction,
we are rapidly creating an economy geared to the
provision of psychic gratification”
Alvin Toffler

30. Thank you
for your attention!
and see you on Facebook ;-)