Enriching cultural tourism by gamification

The CULTURATI project’s digital content platform demonstrates how innovation and technology can transform tourist sites and destinations. By producing content rich in artistic and cultural value, stakeholders from cultural and creative industries (CCIs) and local communities become integral contributors to the creation of engaging customised gamified routes. In this article we explore the potential of gamification elements for enhancing visitor experience, managing visitor flows, supporting sustainability, encouraging repeat visits and longer stays, and bridging local culture and international tourism. Porvoo is one of five sites in Europe that the platform is tested in.

Gamification, i.e. the application of game-design elements in non-game contexts, has found a significant place in tourism, particularly in cultural routes. The rise of digital platforms and mobile technology has enabled tourist destinations to integrate these elements into the visitor experience, revolutionising the way visitors engage with cultural heritage (Buhalis, Harwood, Bogicevic, Viglia, Beldona & Hofacker 2019). Cultural routes, which involve the exploration of historically and culturally significant paths, monuments, and landscapes, offer a fertile ground for gamification due to their potential for storytelling, education, and interactive engagement. When executed effectively, the gamification of cultural routes can enhance the overall tourism experience, encourage sustainable practices, and foster deeper connections between visitors and local culture (Bugeja & Grech 2020).

Enhancing engagement through interactivity

One of the reasons gamification is important for tourism routes is its ability to increase visitor and tourist engagement (Xu, Buhalis & Weber 2017). Traditional tours often follow a passive model, where visitors are mere spectators, observing but not necessarily interacting with the cultural context. By incorporating game elements – such as challenges, point systems, and narratives – gamification turns visitors into active participants. They no longer simply follow a route; they engage with it, completing quests, solving puzzles, and interacting with the environment in a more immersive way. This kind of engagement makes the cultural experience more memorable, and visitors are likely to share their experiences with others, thus promoting the destination through word-of-mouth and social media platforms.

In the Porvoo case of the CULTURATI platform, the town uses sensors to manage visitor flow and offers interactive, gamified experiences. Visitors will be able to independently explore Porvoo’s rich historical and artistic sites without being constrained by traditional guided tours and/or in collaboration with tourist guides. Through the game-like structure of the CULTURATI platform, visitors are invited to explore more of what the town has to offer, including its small boutiques, art galleries, and local shops, creating a dynamic experience that caters to a wide range of interests. This kind of interactive engagement is particularly important for younger, digitally savvy tourists, who expect more from their travel experiences than passive observation.

Supporting sustainability and visitor management

Beyond enhancing engagement, gamification can play a crucial role in managing visitor and tourist flows and supporting sustainability (Negruşa, Toader, Sofică, Tutunea & Rus 2015). Many popular cultural destinations suffer from over-tourism, where high volumes of visitors strain local infrastructure and negatively impact the natural, socio-cultural environment and the quality of the visitor experience (Dodds & Butler 2019). Conversely, less-visited destinations struggle to attract a steady flow of visitors and tourists. By gamifying cultural routes, destinations can distribute visitors more evenly across sites and time, encouraging them to visit less-crowded locations and stay longer. This helps reduce pressure on popular sites, while simultaneously increasing the visibility of lesser-known sights and attractions.

The CULTURATI platform’s potential for managing visitor flows will be tested in Porvoo. Although the town is not yet suffering from over-tourism, gamified visitor management can still be useful in optimising visitor experiences during peak seasons. Sensors installed at various locations collect anonymously real-time data on crowd densities, allowing the town to adjust visitor routes dynamically, thereby aiming to avoid congestion and enhancing visitor satisfaction. Additionally, through the integration of gamification, visitors are incentivised to explore the town’s lesser-known cultural offerings, such as the contemporary art installations scattered throughout Porvoo. This approach has the potential to result in a more balanced distribution of visitors across the town’s cultural landscape, contributing to a more sustainable tourism model.

Encouraging repeat visits and longer stays

One of the primary challenges faced by many tourism destinations, especially smaller cultural towns, is encouraging visitors to stay longer and return for future visits (Briedenhann & Wickens 2004). Gamification offers a solution by introducing an element of continuous discovery. By creating varied and evolving game elements – such as new routes, updated challenges, or seasonal events – destinations can offer visitors reasons to revisit. Each visit can provide a unique experience, encouraging visitors to return in different seasons or for special events.

In Porvoo, for instance, a network of local content creators is encouraged to update the routes and activities available on the platform regularly. Visitors are encouraged to explore at their own pace and return to uncover new layers of the town’s cultural history. The platform provides flexibility and a sense of ongoing discovery, which is critical in fostering repeat visits. Moreover, the town’s rich history, combined with modern-day cultural offerings, gives visitors numerous reasons to come back and delve deeper into its multifaceted heritage.

Bridging local culture and international tourism

Gamification also serves as a bridge between local culture and international tourism, particularly when it taps into the cultural narratives and unique features of a destination. Through well-designed gamified routes, visitors can gain a deeper understanding of the local culture in a way that is both educational and entertaining. This is especially important for destinations with rich but lesser-known cultural histories, which may not have the marketing power to attract international tourists through traditional means.

In Porvoo, the CULTURATI platform has the potential to play this bridging role effectively by offering visitors insight into both the historical and contemporary cultural landscape of the town. Visitors are introduced to local artists, craftspeople, and the town’s historical significance through interactive narratives woven into the gamified routes. The platform strives to connect international tourists with Porvoo’s unique identity, thereby elevating the town’s status on the international tourism map while preserving and promoting its local culture.

The gamification of cultural routes has the potential to become a powerful tool for enhancing the tourism experience, supporting sustainability, and promoting deeper connections between visitors and destinations. By integrating interactive elements, tourism destinations can turn passive visits into active adventures, drawing visitors into a more meaningful engagement with local culture and heritage. Gamification also serves as a strategic tool for managing visitor flow, ensuring that tourism development remains sustainable and beneficial to both visitors and the local community. As destinations like Porvoo demonstrate, the potential for gamified cultural routes to revolutionise tourism is vast, offering new opportunities for enriching visitor experiences and promoting cultural tourism in an increasingly competitive market.

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