This research analyses location-based gamification of places and the impact on sense of place (SoP). The
significance of the research is that gamification can be used to increase SoP providing benefits that
include value increase, boost visitor numbers, retention, and interpretation, provided to places such as
heritage or event sites. Moreover, the research will provide a solid base for successful implementation of
gamification in future business or scientific projects. This includes gamification strategies that can be
applied to other domains such as education, history, business, culture and tourism.
Specific Background
Gamification is often used towards goals of service marketing. From this perspective, gamification is
defined as a process of enhancing the core service by using affordances for gameful experiences (Huotari &
Hamari, 2016). It can promote certain human behaviours by turning an activity into a gameful experience by
applying game mechanics in this process. The concept has been used throughout history, such as gamification
of work (Nelson, 2012), learning, lifestyle and even killing (Fuchs et al., 2014). It is use of game
thinking in everyday activities (Deterding et al., 2011). For instance, gamification has been shown to
motivate people to do fitness (Hamari, 2017) or guide them to uncovered locations (Kawajiri et al., 2014).
However, some locations are more meaningful than others (Oleksy & Wnuk, 2017). Location that attributes a
meaning for an individual or a group is referred to as a place. These meanings are captured through the
concept of SoP (Stedman, 2003), which represents the psychological bond between human beings and a physical
location (Jorgensen & Stedman, 2001; Tuan, 1979). SoP is multidimensional and consists of emotional
attachment to a place, self-identity reflected at that place and the place dependence as the ability to
foster activities (Jorgensen & Stedman, 2001). SoP facilitates powerful intrinsic motivation, and can
motivate people to promote a particular place, to visit or even to steward place (Lewicka, 2011; Low &
Altman, 1992). Therefore, the main problem is “How to increase SoP?”
Technology, through location-based services, can provide a way for the user to interact with a place and
experience it in a different context and increase SoP, subsequently increasing the value of the place and
its benefits. Context awareness, direct and seamless interaction with the physical environment, resulting
in reduced human intervention are the goals of Internet of Things (IoT) (Vermesan et al., 2013).
Micro-location technology (Gast, 2014) as IoT, provides all these to the users. Gamified micro-location
technology has been successfully used at fairs, conferences and museums exhibitions (CTA, 2017; Philips,
2017) and the list is expanding as the technology matures through adoption. The users are no longer passive
and can become engaged in the gameful experience. Although scientific discussions on the topic of
gamification of micro-location are scarce and consist of few published articles, all these underline the
potential benefits of this kind of gamification (Guarneri & Perego, 2017; Low, 2016; Marques et al., 2017).
In this study we aim to explore explores location-based gamification of places in detail and analyses how
gamification concepts are implemented; which implementation strategies are effective; which are ineffective
or counter-productive; functionalities, features, benefits and business value; limitations and shortcomings
of LOCATION-BASED GAMIFICATION OF PLACE. In particular we want to answer the research statement: “What
determines whether adding game-like elements to location-based services increases sense of place, and how
the designers optimize for successful outcomes?”
As part of this study, I will invite you to sign a digital consent form through Qualtrics which will be
returned on the day you complete your surveys. This is to allow for your surveys questions to be used
in
conducting a thematic analysis. Participation in this study is completely voluntary, requires a
small-time
commitment (approx. 30 minutes) and you may withdraw at any time without risking any negative
consequences.
All the data collected in this study is de-identified and treated with complete confidentiality. The
information I obtain from you will be dealt with in a manner that ensures you remain anonymous. Data
will
be stored in a secured location at Bond University in accordance with the guidelines set out by the
Bond
University Human Research Ethics Committee.
This research analyses location-based gamification of places (GOP) and the impact on sense of place
(SoP).
The significance of the research is that gamification can be used to increase SoP providing benefits
that
include value increase, boost visitor numbers, retention, and interpretation, provided to places such
as
heritage or event sites. Moreover, the research will provide a solid base for successful implementation
of
gamification in future business or scientific projects.
This includes gamification strategies
that can
be applied to other domains such as education, history, business, culture, and tourism. “Which
predictors
determine whether location-based gamification of places implementation increases sense of place?” and
“When
location-based gamification of place is implemented, how the designers optimize for successful
outcomes?”
are the main research questions. This research will also overview other aspects of location-based
gamification of places; such are functionality features, benefits, and business value, as well the
shortcomings and limitations of GOP. The outcomes of this research will provide guidelines on
strategies
for implementation of gamification of places and can be generalised across many different disciplines.
The
findings will be beneficial to future gamified location-based implementation.
Your involvement will take the form of a series of 2(two) online surveys and later on prospective
interviews, and record of Corrigan Walk Tour app usage as un-identifiable anonymous data.