Gamification in tourism context: A systematic literature review

Gamification has been adopted in multidisciplinary areas to achieve business goals. This tool attracts tourists and improves the engagement on co-creation experiences, training employees, increase brand awareness and loyalty to the destination. Despite the wide diffusion of gamification in the tourism industry, the phenomenon is still understated. Therefore, our systematic literature review provides the state of the art on gamification usage in the tourism sector. We focus on existing contributions in business management highlighting the main key themes, advantages of gamification and research gaps. Seventeen studies were reviewed. Our findings evidence the crucial role of gamification and the necessity to differentiate gamified systems and full-fledged games. Moreover, the implications related the tourism management were identified as well as useful insights for future researches.