Meeting the needs of the Millennials and Generation Z: gamification in tourism through geocaching

Abstract

Purpose The purpose of this paper is to present a conceptual framework based on an understanding of the principles of popular mobile-enabled games, indicating how organisations in the tourism sector could meet the needs of Millennials and Generation Z through engaging with the existing gamified location-based practice of geocaching as an information and communication technology enabled gamified enhancement to the destination experience. Design/methodology/approach As a primarily conceptual paper, the authors take an inductive qualitative approach to theory building based on the understanding of an existing practice (geocaching) that is undertaken among a community of practitioners (geocachers), which results in the presentation of a conceptual framework, which is the theory itself that the authors have constructed from the understanding of what is going on and which principles can then be applied across other tourism practices. Findings Findings indicate that through engaging with geocaching, smaller entrepreneurial businesses even in non-urban destinations that fall outside of the remit of smart city developments, and in tourism destinations on the less technologically enabled or resource-rich side of the digital divide, can reap the benefits associated with employing the principles and practices associated with smart tourism to meet the needs of this new generation of tourism consumers who seek richer digital and often gamified tourism experiences. Originality/value This paper fills a gap in the literature regarding the way many different types of tourism destinations could meet the needs of Millennials and Generation Z tourists.

Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites

“…They may be more attracted by discounts in subsequent purchases and rewards and by social networks where they can access and share content with their peers. Websites could be made more appealing for Gen Z by introducing game elements (e.g., points and medals; Skinner et al, ).…”

“…In fact, they are the first true digital natives. Living in the era of social networks and mobile devices makes Generation Z more prone to engaging in social interaction and to cocreating experiences in the virtual world than previous generations (Skinner, Sarpong, & White, ). However, this use of technology has also produced an efficient but impatient generation that wants everything quickly (Berkup, ).…”

“…Websites could be made more appealing for Gen Z by introducing game elements (e.g., points and medals; Skinner et al, 2018).…”

Bridging the Generational Gap in the Hospitality Industry: Reverse Mentoring—An Innovative Talent Management Practice for Present and Future Generations of Employees

“…Several authors have recently emphasized the critical importance of social media use and implementations in hotels (social media platforms, social media as promotional tool, social media jobs etc.) [52,[121][122][123].…”

“…Additional research is needed to answer these questions, especially in a dynamic generational context, with the new Homeland generation just entering the workforce. This generation shares most of the disruptive core values and elements of the Millennial generation [123]. In the next several years, Homeland employees will represent about 20% of the employees [20].…”