10.57647/j.gcr.2025.0801.03

Gamification and Marketing of Geotourism Destinations: Aras UNESCO Global Geopark in Iran

PDF
  • Sajad Ferdowsi*1,
  • Sayeh Davoodi Ilkhechi1,
  1. Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran
Gamification and Marketing of Geotourism Destinations: Aras UNESCO Global Geopark in Iran

Received: 2024-08-04

Revised: 2024-10-11

Accepted: 2024-10-19

Published in Issue 2025-02-23

Copyright (c) -1 Sajad Ferdowsi, Sayeh Davoodi Ilkhechi (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Ferdowsi, S., & Davoodi Ilkhechi, S. (2025). Gamification and Marketing of Geotourism Destinations: Aras UNESCO Global Geopark in Iran. Geoconservation Research, 8(1). https://doi.org/10.57647/j.gcr.2025.0801.03
Crossref
Scopus
Google Scholar
Europe PMC

PDF views: 335

Abstract

We explore the impact of gamification on the marketing mix of geotourism destinations. This is a form of developmental research and is descriptive-analytical in nature and method. In the first phase, data were collected to develop an initial conceptual model through a semi-structured questionnaire and expert consultations, and the results were analyzed using thematic analysis. In the second phase, the initial conceptual model was tested in the Aras Global Geopark in Iran, the case study for this research, using a structured questionnaire and structural equation modeling. We find that gamification has a positive impact on the marketing mix of Aras Global Geopark, creating a unique experience for visitors by influencing elements such as product, price, promotion, place, people, process, and physical evidence. Moreover, it enhances visitors' awareness of the significance of geoheritage, contributing to the conservation of this valuable resource.

Keywords

  • Aras Geopark,
  • Marketing Mix,
  • Advertisement,
  • Geoheritage,
  • Geoconservation
PDF

References

  1. Abasi Esfanjani H (2017). Designing the model for commercialization of university research using structural equation modeling- partial least squares method. Iranian Journal of Trade Studies. 21(82): 1–21. https://dor.isc.ac/dor/20.1001.1.17350794.1396.21.82.2.6 (In Persian)
  2. Abou-Shouk M, Soliman M (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management. 20: 100559. http://dx.doi.org/10.1016/j.jdmm.2021.100559
  3. Agusdin A, del Mar Alonso-Almeida M, Alonso-Castañón MA, Alonso-Vazquez M, Álvarez-Gil MJ, Arvanitis S, ... Bao H (2018). The emerald handbook of entrepreneurship in tourism, travel and hospitality. Marketing of Tourism Services/Experiences: 261–275. https://doi.org/10.1108/9781787435292
  4. Al Muala A (2018). The relationship between tourism marketing mix elements and tourists'purchasing decision in jordanian hotels. European Journal of Business and Social Sciences. 7(1): 63–70.
  5. Al Muala A, Al Qurneh M (2012). Assessing the relationship between marketing mix and loyalty through tourist satisfaction in Jordan curative tourism. American Academic & Scholarly Research Journal. 4(2): 1–14.
  6. Alčaković S, Pavlović D, Popesku J (2017). Millennials and gamification: A model proposal for gamification application in tourism destination. Marketing. 48(4): 207–214. https://dx.doi.org/10.5937/markt1704207a
  7. Ali SAE (2020). Gamification impact on enhancing visiting entertainment destination: The case of Siwa Oasis. International Journal of Heritage, Tourism and Hospitality. 14(3): 270–282. http://dx.doi.org/10.21608/ijhth.2020.153626
  8. Briggs A, Dowling R, Newsome D (2023). Geoparks – learnings from Australia. Journal of Tourism Futures. 9(3): 351–365. https://doi.org/10.1108/JTF-11-2020-0204
  9. Catana MM, Brilha JB (2020). The role of UNESCO global geoparks in promoting geosciences education for sustainability. Geoheritage 12(1): 1. https://doi.org/10.1007/s12371-020-00440-z
  10. Cengiz E, Yayla H (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing. 3(4): 73-86.
  11. Chin WW (1998). Issues and opinion on structural equation modeling. MIS Quarterly. 22 (1): 7–16.
  12. Cohen J (2013). Statistical power analysis for the behavioral sciences, Academic Press.
  13. Darban Astaneh, A., Ferdowsi S, Shahmohammadi, H. R. (2018). Identifying the most desirable locations for the construction of marine tourism sites (case study: Tonekabon). Journal of Geographical Data. 27(106) :229–239. https://doi.org/10.22131/sepehr.2018.32344 (In Persian).
  14. Davari A, Rezazadeh A (2013). Structural equation modeling with PLS software. First edition, Tehran: University Jihad Publications. (In Persian)
  15. Davoodi Ilkhechi S, Ferdowsi S (2023). Gamification in Education and Tourism. Science Cultivation. 14(1): 9-15. (In Persian)
  16. DeLima FF, Brilha, JB, Salamuni E (2010). Inventorying geoheritage in large territories: a methodological proposal applied to Brazil. Geoheritage. 2(3-4): 91-99. https://doi.org/10.1007/s12371-010-0014-9
  17. Deterding S, Dixon D, Khaled R., Nacke LE (2011). From game design elements to gamefulness: Defining “Gamification”. In Mindtrek 2011 proceedings. Tampere, Finland: ACM Pres. http://dx.doi.org/10.1145/2181037.2181040
  18. Farhadi P, Tabrizi N (2023). Assessing the Benefits of Gamification in Tourism (A Case Study of the Persepolis Historic Site). Tourism Management Studies. 18(63): 229-263. (In Persian). https://doi.org/10.22054/tms.2023.75006.2860
  19. Ferdowsi S (2024a), Management of geoheritage conservation and vulnerability in tourism destinations. Tourism Review. https://doi.org/10.1108/TR-03-2024-0189
  20. Ferdowsi S (2024b). Site selection of ecotourism ecocamps for sustainable development of rural areas. Journal of Ecotourism. 1-19. https://doi.org/10.1080/14724049.2024.2366928
  21. Ferdowsi S, Nazari Mazidi N, Mododi Arkhudi M (2018b). “Analysis on Index of Remaining Carrying Capacity of Host Community to Tourism Development (Case Study: Shahroud City)”. Journal of Applied Researches in Geographical Sciences. 18(49): 93-110. (In Persian). http://dorl.net/dor/20.1001.1.22287736.1397.18.49.14.7
  22. Ferdowsi S, Shahmohammadi HR, Jalali M (2018a). “Study of Potentials of Tourism Climate in the Caspian Southern Coasts”. Journal of Geographical Data. 26(104): 103-115. https://doi.org/10.22131/sepehr.2018.30521 (In Persian).
  23. Ghaderi E, Babaei Y, Akbari Arbatan G, Ferdowsi S (2021). “Explaining the effect of entrepreneurship self-efficacy and innovation capability on the performance of tourism businesses (Tabriz as a case study)”. Journal of Tourism Planning and Development. 9(35): 112-134. (In Persian). https://doi.org/10.22080/jtpd.2021.17908.3197
  24. Hair JF, Hult GTM, Ringle C, Sarstedt M (2013). A primer on partial least squares structural equation modeling (PLS-SEM), Sage Publications.
  25. Hamari J, Koivisto J, Pakkanen T (2014). Do persuasive technologies persuade? A review of empirical studies. International Conference on Persuasive Technology, Springer, Cham. http://dx.doi.org/10.1007/978-3-319-07127-5_11
  26. Henseler J, Ringle CM, Sinkovics RR (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing. 20: 277-320. https://doi.org/10.1108/S1474-7979(2009)0000020014
  27. Hose TA (2021). Modern geotourism’s UK antecedents. Global Geographical Heritage, Geoparks and Geotourism: Geoconservation and Development (pp. 307-342). https://doi.org/10.1007/978-981-15-4956-4_17
  28. Huang B, Hew KF, Lo CK (2019). Investigating the effects of gamification-enhanced flipped learning on undergraduate students’ behavioral and cognitive engagement. Interactive Learning Environments. 27(8): 1106-1126. http://dx.doi.org/10.1080/10494820.2018.1495653
  29. Jalali M, Gandomkar A, Ferdowsi S (2017). “Analyze and Explain the effects of tourism on the quality of life (Case study: Shahr-e-Babak in Kerman)”. Journal of Space Geographical Planning. 6(20): 161-174. (In Persian).
  30. Kalantari Kh (2013). Structural equation modeling in socio-economic research. Tehran: Farhang Saba. (In Persian)
  31. Karoubi M, Ferdowsi S (2021). Impact of Perceived Social Apathy on Tourists' Behavioral Intentions. Leisure Studies. 40(5): 628-644. https://doi.org/10.1080/02614367.2021.1888308
  32. Kasurinen J, Knutas A (2018). Publication trends in gamification: A systematic mapping study. Computer Science Review. 27: 33-44. https://doi.org/10.1016/j.cosrev.2017.10.003
  33. Kaya B, Eren F (2023). Could gamification have use to sustain cultural heritage in destinations and create memorable tourism experiences? Turizm Çalışmaları Dergisi. 5(1): 1-10
  34. Kotler P, Amstrong G (2016). Principles of marketing (16th ed.). New Jersey: Pearson Prentince Hall.
  35. Kotler P, Keller KL (2016). Marketing management (15th ed.). New Jersey: Pearson Education South Asia PTe Ltd.
  36. Li H, Wang CR, Meng F, Zhang Z (2019). Making restaurant reviews useful and/or enjoyable? The impacts of temporal, explanatory, and sensory cues. International Journal of Hospitality Management. 83 257-265. https://doi.org/10.1016/j.ijhm.2018.11.002
  37. Magatef S (2015). The impact of tourism marketing mix elements on the satisfaction of inbound tourists to Jordan. International Journal of Business and Social Science. 6(7): 41-58. http://dx.doi.org/10.5539/ijbm.v6-1n9p166
  38. Maitland R (2010). Everyday life as a creative experience in cities. International Journal of Culture. Tourism and Hospitality Research. 4(3): 176-185. http://dx.doi.org/10.1108/17506181011067574
  39. Martini G (2000). Geoheritage and geo-tourism. In: Barretino D, Wimbledon WP, Gallego E (eds) Geoheritage: its conservation and management. Instituto Tecnologico Geominero de Espana, Madrid (pp 147–156).
  40. Meira SA, da Silva EV, do Nascimento MAL, Orús AH (2021). Geodiversity, marketing and photographic images: the Basque Coast UNESCO Global Geopark (Spain) as a geotouristic destination. Caderno de Geografia.31(66): 766-787. http://dx.doi.org/10.5752/p.2318-2962.2021v31n.66p.766
  41. Mododi Arkhudi, M., Ferdowsi, S. (2020). “Evaluating behavior pattern of supply and demand in tourism based on the changess of the capitalist system (Case: Karaj City and Surrounding Villages)”. Journal of Urban Studies. 9(36):85-100. (In Persian) https://doi.org/10.34785/J011.2021.869.
  42. Mododi Arkhudi, M., Ferdowsi, S. (2021). “Explaining the Role of Ecotourism for the Development of Rural Communities (Case: Afin village)”. Journal of Geographical Research on Desert Areas, 9(1) 241-257. https://dor.isc.ac/dor/20.1001.1.2345332.1400.9.1.12.4 (In Persian).
  43. Molokac M, Kornecká E, Pavolová H, Bakalár T, Jesenský M (2023). Online Marketing of European Geoparks as a Landscape Promotion Tool. Land. 12(4): 803. https://doi.org/10.3390/land12040803
  44. Moorthi Y, Roy S (2017). Is “proof” the Eighth “P” of Service? A Conceptual Model and Propositions. Services Marketing Quarterly. 38(4): 213-225. https://doi.org/10.1080/15332969.2017.1363586
  45. Motiei Langeroudi SH, Ferdowsi S, Shahmohammadi HR (2017). “Explain the Effects of Satisfaction of Tourists in Nautical Tourism Marketing (Case Study: Coastal Areas of Golestan Province)”. Journal of Regional Planning. 7(26): 41-54. (In Persian). https://dorl.net/dor/20.1001.1.22516735.1396.7.26.4.9
  46. Negrusa A, Toader V, Sofica A, Tutunea M, Rus R (2015). Exploring gamification techniques and applications for sustainable tourism. Sustainability. 7(8): 11160-11189. https://doi.org/10.3390/su70811160
  47. Nemati V, Babaei Y, Ferdowsi S, Aghandeh MA, Abbasgholizadeh N (2021). “Impact of the Health Tourism on Promoting Social Well-being of the Host Community”. Journal of Health. 12(2): 208-221. (In Persian) http://dx.doi.org/10.52547/j.health.12.2.208.
  48. Pasca MG, Renzi MF, Di Pietro L, Guglielmetti Mugion R (2021). Gamification in tourism and hospitality research in the era of digital platforms: a systematic literature review. Journal of Service Theory and Practice. 31(5): 691-737. https://doi.org/10.1108/JSTP-05-2020-0094
  49. Polo Peña AI, Fernández Ruano ML, Frías Jamilena, DM (2024). The role of gamified environmental interpretation in boosting destination perceived value. Tourism & Management Studies. 20(2): 55-68. https://doi.org/10.18089/tms.20240205
  50. Pourfaraj A, Ghaderi E, Jomehpour M, Ferdowsi S (2019). Analyzing Vulnerability of Geotourism Attractions in Tourism Destinations. Journal of Environmental Erosion Research. 9(3) 23-42. (In Persian). https://dor.isc.ac/dor/20.1001.1.22517812.1398.9.3.1.9
  51. Pourfaraj A, Ghaderi E, Jomehpour M, Ferdowsi S (2020). Conservation Management of Geotourism Attractions in Tourism Destinations. Geoheritage. 12(4): 1-21. https://doi.org/10.1007/s12371-020-00500-4
  52. Prapannetivuth A (2015). The Marketing Mix in Small Sized Hotels: A Case of Pattaya, Thailand. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering. 9(11): 3903-3906.
  53. Ramli S (2013). Bacaan wajib para praktisi pengadaan barang/jasa pemerintah. Jakarta: Visimedia.
  54. Remus-Ion H, Maria-Cristina I, Gianluca F (2018). Analysis Of Romanian Millennial Tourists’ Motivations Towards Gamification, As A Way To Develop Ecotourism. New Trends in Sustainable Business and Consumption (pp683-689).
  55. Reynard E, Baillifard F, Berger J-P, Felber M, Heitzmann P, Hipp R, Jeannin P-Y., Vavrecka-Sidler D, Von Salis K (2007). Les géoparcs en Suisse: un rapport stratégique. – Berne: Académie suisse des sciences naturelles.
  56. Sadq ZM, Othman B, Khorsheed RK (2019). The impact of tourism marketing in enhancing competitive capabilities. African Journal of Hospitality, Tourism and Leisure. 8(5): 1-11.
  57. Sadry BN, Abdel Maksoud KM, Zahabnazouri S (2022). Geotourism development in the Middle East: a comparative study of Iran, Saudi Arabia, Oman and Jordan. In Tourism Planning and Development in the Middle East (pp. 126-141). GB: CABI.
  58. Sigala M (2015). Applying gamification and assessing its effectiveness in a tourism context: Behavioural and psychological outcomes of the TripAdvisor's gamification users. Asia Pacific Journal of Information Systems. 25(1): 179-210. http://dx.doi.org/10.14329/apjis.2015.25.1.179
  59. Soper DS (2024). A-priori Sample Size Calculator for Structural Equation Models [Software]. (Available from). http://www.danielsoper.com/statcalc.
  60. Tan G, Ooi K (2018). Gender and age: Do they really moderate mobile tourism shopping behavior? Telematics and Informatics.35(6): 1617-1642. http://dx.doi.org/10.1016/j.tele.2018.04.009
  61. Tjiptono F (2015). Strategi pemasaran (Edisi 4). Jakarta: Andi.
  62. Tsaur S, Yen C, Yan Y (2016). Destination brand identity: scale development and validation. Asia Pacific Journal of Tourism Research. 21(12): 1310-1323. https://doi.org/10.1080/10941665.2016.1156003
  63. Ukaj F (2014). Development of a tourist destination based on marketing activities. Academic Journal of Interdisciplinary Studies. 3(2): 141-146. http://dx.doi.org/10.5901/ajis.2014.v3n2p141
  64. UNESCO (2023). New nominations for UNESCO Global Geoparks for the 216th session of the Executive Board 2023. (Available from). https://unesdoc.unesco.org/ark:/48223/pf0000384301
  65. Utami CW (2016). Manajemen ritel strategi dan implementasi bisnis ritel modern di Indonesia (Edisi ke-3). Jakarta: Salemba Empat.
  66. Wardana W (2018). Marketing Strategy. Deepublish. Yogyakarta.
  67. Wetzels M, Odekerken-Schröder G, Van Oppen C (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly 177-195.
  68. Wisnuadhi B, Maspupah A, Wulan SR, Sholahuddin MR, Setiarini SD, Firdaus LH (2022). Studi Komparatif Fungsionalitas, Performance Dan User Experience Pada Website Geopark. Journal of Information System Research (JOSH). 3(4): 579-589. https://doi.org/10.47065/josh.v3i4.1879
  69. Xi N, Hamari J (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management. 46: 210-221. http://dx.doi.org/10.1016/j.ijinfomgt.2018.12.002
  70. Xu F, Buhalis D (2021). Gamification for Tourism. Bristol, Blue Ridge Summit: Channel View Publications. https://doi.org/10.21832/9781845418236
  71. Xu F, Buhalis D, Weber J (2017). Serious games and the gamification of tourism. Tourism Management. 60: 244-256. http://dx.doi.org/10.1016/j.tourman.2016.11.020
  72. Xu F, Tian F, Buhalis D, Weber J, Zhang H (2016). Tourists as mobile gamers: gamification for tourism marketing. Journal of Travel and Tourism Marketing. 33(8): 1124-1142. https://doi.org/10.1080/10548408.2015.1093999
  73. Xu F, Weber J, Dimitrios B (2014). The gamification of tourism. In Xiang Z & Tussyadiah I (Eds). Information and communication technologies in tourism. 525-537. http://dx.doi.org/10.1007/978-3-319-03973-2_38
  74. Yılmaz H, Coşkun İO (2016). New toy of marketing communication in tourism: Gamification. e-Consumers in the Era of New Tourism (pp 53-71). https://doi.org/10.1007/978-981-10-0087-4_4
  75. Ziaee M, Ferdowsi S (2020). A Systematic Review of Iranian Research in the Field of Geotourism Studies. Geoheritage. 12(4): 1-13. https://doi.org/10.1007/s12371-020-00519-7
  76. Ziari K, Rezvani MR, Ferdowsi S (2020). “Determination of physical-ecological carrying capacity of coastal tourism and its effectiveness of satisfaction of tourists (Case Study: Bandar Gaz)”. Journal of Environmental Science and Technology. 22(6): 189-202. (In Persian).
  77. Ziari K, Rezvani MR, Ferdowsi S (2019). “Determination of social carrying capacity of coastal tourists (Case Study: Bandar Gaz)”. Journal of Environmental Science and Technology. 21(5): 123-135. (In Persian).