STRATEGIES FOR PROMOTING CREATIVE GASTRONOMY TOURISM ACTIVITIES BY APPLYING MARKETING COMMUNICATION THROUGH GAMIFICATION CONCEPT

  • Apisak Koograsang Tourism and Hotel Program, Faculty of Management Science, Phranakhon Rajabhat University, Bangkok, Thailand
  • Angkana Kachawangsri Retail Business Management Program, Faculty of Management Sciences, Phranakhon Rajabhat University, Bangkok, Thailand
Keywords: Gastronomic Tourism, Marketing Communication, Gamification

Abstract

The gamification concept can be used in the marketing communication process to create interactions commitment and loyalty between entrepreneurs and consumers, by enabling consumers using apps to communicate with the market through the game process resulting in participation. However, besides the relationship between the brand and the consumer, and the awareness of the brand, the emotion, enjoyment, and good feeling were increasing during playing the game. The gastronomic tourism in modern time can apply marketing communication through the concept of gamification. This is because using techniques in the form of games will help activate and motivate learning as well as allowing tourists to participate in learning in a fun way. However, the mechanism of the game to promote creative gastronomy tourism activities must be carried out with uncomplicated way, and with the objective of stimulating learning by engaging tourists. The game may only be used to accumulate points or prizes; or the game might not have the winner, since the game is intended to encourage tourists to participate in activities only. The game, therefore, does not focus on playing but focuses on participation and give priority to the award.    

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Published
2019-10-03
Section
บทความทางวิชาการ (Article)