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Publication
Os jogos digitais na promoção de destinos turísticos
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| 1.97 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Os jogos digitais têm vindo a emergir como uma ferramenta inovadora na promoção de destinos turísticos, oferecendo novas formas de envolvimento e interação dos turistas com os locais promovidos. Esta tendência insere-se no contexto mais amplo do marketing digital, que utiliza tecnologias interativas para captar a atenção dos visitantes e criar experiências imersivas que incentivam o desejo de visitar esses destinos. Ao longo dos últimos anos, os jogos digitais, embora já utilizados em áreas como a educação e o entretenimento, têm sido pouco explorados no setor do turismo, apresentando-se como uma oportunidade significativa para o desenvolvimento de estratégias promocionais eficazes.
Com o crescente impacto das tecnologias de informação e comunicação no comportamento do consumidor, os jogos digitais tornaram-se uma ferramenta poderosa para comunicar mensagens e valores associados aos destinos turísticos. Ao criar uma experiência envolvente, estes jogos conseguem não só atrair a atenção do utilizador, mas também influenciar as suas perceções e preferências, despertando o desejo de "conhecer" o destino representado.
O objetivo principal deste estudo centra-se em compreender como os jogos digitais podem contribuir para a promoção de destinos turísticos, identificando as suas potencialidades na criação de uma ligação emocional com os turistas. Pretende-se ainda avaliar de que forma a gamificação pode influenciar o comportamento dos consumidores e como estas experiências digitais impactam na decisão de visitar os locais representados nos jogos.
A metodologia adotada neste estudo envolve, a identificação e análise de jogos e plataformas digitais de jogos existentes que incluem destinos turísticos em Portugal, seguida da realização de um questionário aos seus utilizadores relativamente ao jogo e à sua motivação para visitar destinos incluídos no jogo.
Como resultados desta dissertação espera-se apresentar o papel dos jogos digitais na promoção de destinos turísticos, concretamente os jogos digitais jogados em todo o mundo que incluem regiões de Portugal e o seu potencial como estratégia digital na captação de novos visitantes e no fortalecimento da imagem dos destinos.
Digital games have emerged as an innovative tool in the promotion of tourist destinations, offering new ways for tourists to get involved and interact with the promoted places. This trend is part of the broader context of digital marketing, which uses interactive technologies to capture visitors' attention and create immersive experiences that encourage the desire to visit these destinations. Over the last few years, digital games, although already used in areas such as education and entertainment, have been little explored in the tourism sector, presenting themselves as a significant opportunity for the development of effective promotional strategies. With the growing impact of information and communication technologies on consumer behavior, digital games have become a powerful tool for communicating messages and values associated with tourist destinations. By creating a playful and engaging experience, these games can not only attract the user's attention, but also influence their perceptions and preferences, awakening the desire to "get to know" the destination represented. The main objective of this study focuses on understanding how digital games can contribute to the promotion of tourist destinations, identifying their potential in creating an emotional connection with tourists. It is also intended to evaluate how gamification can influence consumer behavior and how these digital experiences impact the decision to visit the places represented in the games. The methodology adopted in this study involves, the identification and analysis of existing games and digital gaming platforms that include tourist destinations in Portugal, followed by a questionnaire to their users regarding the game and their motivation to visit destination included in the game As results of this dissertation, i hope to present the role of digital games in promoting tourist destinations, specifically digital games played around the world that include regions of Portugal and their potential as a digital strategy in attracting new visitors and in strengthening the image of destinations.
Digital games have emerged as an innovative tool in the promotion of tourist destinations, offering new ways for tourists to get involved and interact with the promoted places. This trend is part of the broader context of digital marketing, which uses interactive technologies to capture visitors' attention and create immersive experiences that encourage the desire to visit these destinations. Over the last few years, digital games, although already used in areas such as education and entertainment, have been little explored in the tourism sector, presenting themselves as a significant opportunity for the development of effective promotional strategies. With the growing impact of information and communication technologies on consumer behavior, digital games have become a powerful tool for communicating messages and values associated with tourist destinations. By creating a playful and engaging experience, these games can not only attract the user's attention, but also influence their perceptions and preferences, awakening the desire to "get to know" the destination represented. The main objective of this study focuses on understanding how digital games can contribute to the promotion of tourist destinations, identifying their potential in creating an emotional connection with tourists. It is also intended to evaluate how gamification can influence consumer behavior and how these digital experiences impact the decision to visit the places represented in the games. The methodology adopted in this study involves, the identification and analysis of existing games and digital gaming platforms that include tourist destinations in Portugal, followed by a questionnaire to their users regarding the game and their motivation to visit destination included in the game As results of this dissertation, i hope to present the role of digital games in promoting tourist destinations, specifically digital games played around the world that include regions of Portugal and their potential as a digital strategy in attracting new visitors and in strengthening the image of destinations.
Description
Dissertação de mestrado
Keywords
Marketing digital Turismo Jogos digitais Destinos turísticos Gamificação Tourism Online games