Potencial de recetividade do turista urbano à ecogamificação: framework e proposições de investigação

Abstract

A gamificação tem-se revelado uma valiosa aliada do turismo, especialmente no que se refere aos esforços desse setor para um desenvolvimento mais sustentável. A investigação sobre o potencial da gamificação no contexto do turismo e da sua contribuição para a sustentabilidade tem aumentado, no entanto, são ainda escassos os estudos sobre o potencial de recetividade do turista urbano à ecogamificação. Neste contexto, o presente estudo visa discutir os pontos de contacto entre a literatura sobre segmentação e tipologias do turista face à sustentabilidade e a literatura sobre as tipologias do game user. A partir dessa interseção, desenvolve-se uma framework que sustenta um conjunto de proposições teóricas em torno de seis categorias de análise. Essas categorias correspondem a fatores que poderão influenciar o potencial de recetividade do turista urbano à ecogamificação, sendo eles o perfil sociodemógrafico, o perfil comportamental, o comportamento ambiental, a motivação pessoal, a motivação de viagem e os elementos do jogo.

Gamification has proven to be a valuable ally for tourism, especially as it relates to tourism efforts for more sustainable development. Research on the potential of gamification in the context of tourism and its contribution to sustainability has increased, however, studies on the potential receptivity of urban tourist to ecogamification are still scarce. With that in mind, this paper aims to identify which factors in uence the receptivity to gamification, the differences between tourists that are the most and the least receptive to it and to explain the reasons behind those differences. To acheive this purpose, a theoretical approach is developed based on an analysis of the points of contact between the literature on segmentation and tourist typologies in relation to sustainability and the literature on typologies of the game user. Thus, a framework and a set of theoretical propositions were built from the intersection between the topics. Six categories were created, related to various factors, as for sociodemographic, travel environmental behaviour, behavioral profile, personal motivation, travel motivation, and game elements. Therefore, it was possible to identify relevant variations between urban tourists, which can contribute for developing tourist typologies and segments with distinct levels of receptivity to ecogami- cation. These definitions could then be applied to implement more effective strategies and operational recommendations.