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GAMIFICATION AS A BUSINESS MODEL IN DIGITAL MARKETING AND ITS IMPLEMENTATION IN TOURISM

Monika Hordov orcid id orcid.org/0000-0003-4835-2702 ; Odjel za ekonomiju Sveučilišta u Zadru, Zadar, Hrvatska
Dominik Sikirić ; Odjel za ekonomiju Sveučilišta u Zadru, Zadar, Hrvatska
Aleksandra Krajnović orcid id orcid.org/0000-0003-0553-2690 ; Odjel za ekonomiju Sveučilišta u Zadru, Zadar, Hrvatska


Puni tekst: hrvatski pdf 961 Kb

str. 17-35

preuzimanja: 765

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Sažetak

Today we live in an era when consumers literally crave for connecting with things which will give them meaning of life but also in an era when, because of an accelerated lifestyle, overall marketing must be "on-the-go". In order to successfully gain customers in such a chaotic era communication with clients should be the one that connects, provoke specific emotions, cross boundaries and inspire customers. Therefore, brand managers need to gradually introduce the fifth element of the marketing mix, and that is the purpose of the brand. Since brand managers need to know what motivates a specific target group, as well as knowing what stirs their passion and, for example, what games they like, in accordance with the eternal man's longing for the game, the authors of the paper are presenting a new business model, the so-called gamification, which is defined as the use of games in marketing campaigns. To successfully implement this model, it is necessary to place the client in a central position starting from his emotions, lifestyle and / or consumer behavior. This is very important because brand managers in the contemporary high-competitive business environment want to find out and describe their clients' profiles exactly as they could describe their best friend. This is also the basis of a model of gamification, whose successful implementation in modern business conditions requires modern technology, a developed CRM concept and application of digital marketing. In this paper authors present the model of gamification in digital marketing in tourism on the example of promotion and tourist valorisation of Zadar and its surroundings.

Ključne riječi

digital marketing; digital branding; CRM; gamification; gamification in tourism; gamification models; gamification in destination management

Hrčak ID:

234529

URI

https://hrcak.srce.hr/234529

Datum izdavanja:

1.3.2019.

Podaci na drugim jezicima: hrvatski

Posjeta: 1.995 *