La industria del turismo ha sido uno de los sectores más golpeados por la pandemia mundial de la COVID-19. En este escenario, hay tres aspectos clave para que el turismo, no sólo acabe de recuperarse, sino que mejore en cuanto a la experiencia del visitante.
En primer lugar, mejorar la confianza de los viajeros; segundo, comprender y hacer un seguimiento de las nuevas tendencias del mercado y de los impulsores de la demanda, y tercero, comprometerse a crear sectores turísticos más resilientes e inclusivos, aprovechando el renovado interés por la sostenibilidad, incorporando experiencias inmersivas y haciendo uso de una cosa tan sencilla como es el juego.
El uso de las tecnologías digitales transforma el turismo para mejorar su gestión y crear experiencias más sostenibles, conscientes, inclusivas y personalizadas. Éstas conforman un entorno en el que hay que decidir qué dirección damos a su uso para mejorar la experiencia turística y cómo se automatizan su creación y distribución y se configuran nuevas herramientas para incrementar la calidad del servicio turístico.
Actualmente, se están implementando iniciativas como la creación de gemelos digitales para mostrar alojamientos turísticos antes del viaje, eventos virtuales, videojuegos de realidad virtual y aumentada para dar a conocer un destino y sus recursos, la compra o regalo de NFTs tras la visita y los primeros destinos comienzan a anunciar su presencia en el metaverso. No obstante, quiero centrarme en la gamificación turística como palanca de cambio y herramienta de motivación al visitar un destino.
“Los juegos y los viajes son escapes temporales a otro mundo”
La difusión de mecánicas de juego en entornos no lúdicos afecta positivamente al sector turístico, sobre todo a su vertiente digital en los últimos años. La gamificación, una vez más, entra de lleno en el proceso estratégico de creación digital y es capaz de unificar experiencia y objetivos de engagement, potenciando los resultados de las campañas de marketing y promoción turística.
Las formas en que el juego se ha convertido en parte de la comunicación turística digital son múltiples. Por ejemplo, Ludi Artis dispone de una webapp que permite crear juegos digitales para descubrir recursos turísticos de la zona o aplicaciones de caza del tesoro con enigmas y adivinanzas a resolver organizadas sobre itinerarios reales a través de los puntos de interés del destino.
Lo que antes era visto como sistemas de fidelización de clientes ahora se ha transformado en experiencia de juego. Pero hay que desarrollar una ‘gamificación con alma’ para poder vivir experiencias realmente divertidas y motivadoras. En estos casos, la narrativa es crucial para obtener un buen resultado; es el aspecto que describe la historia y contexto en el que se enmarca el proceso de gamificación. Sin olvidar las mecánicas con las reglas de juego y las estrategias de interacción para generar disfrute, fidelización, compromiso o motivación. Y las dinámicas para despertar el interés y motivar al jugador, como las emociones, los retos o el aprendizaje.
A todo esto, hay que sumarle la estética que es el diseño que hace emerger las sensaciones, fantasías, vivencias y experiencia de usuario. La estética es la puerta de entrada de todo un sistema gamificado, la cual permite al jugador avanzar al universo que se ha creado.
En resumen, la gamificación o ludificación en los viajes y el turismo es una tendencia en auge que, por suerte, veremos en muchos destinos en los próximos meses con el objetivo de interactuar con los viajeros y motivarlos a alcanzar metas u objetivos específicos, al mismo tiempo que se empapan de conocimiento sin darse cuenta y se lo pasan bien recorriendo las callejuelas de un lugar con sus familiares o amigos. El objetivo es lograr que la visita sea más divertida, atractiva e interactiva.
https://s.transportationmyths.net/mast-mein-rehne-ka-2023/ – Mast Mein Rehne Ka (2023)
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