Gamification in tourism : a design thinking approach to memorable experience design

Background: Tourism in Norway is an industry with long traditions, but Covid-19 has required many Norwegian tourism destinations to rethink the way they provide experiences for tourists. Hence, it is imperative to research how new methods and systems for innovation can be applied to develop memorable experiences. Purpose: This study aims to research best practice on how to apply Design Thinking and gamification in the development of memorable experiences. To answer this, we came up with the following problem statement: How can Design Thinking and gamification improve innovation in the development of memorable experiences within tourism? Method: To answer the problem statement, we used Action Research as the methodical approach to the four Design Thinking phases: Empathise, Define, Ideation & Prototyping and Testing & Iteration. Qualitative data collection methods such as in-depth interview, observations, experiments and workshops are central to this study. The co-researchers of this study are five experience providers geographically located close to the famous tourist destination of Nordkapp. We had two groups of informants within the study, consisting of potential tourists and industry experts. Findings and Implications: The study shows how we applied the four phases of Design Thinking to a tourism context by developing new tools for understanding positive psychology and implementing gamification in practical experience design. In the empathise phase, we developed new methodical steps to gain insights into PERMA's positive psychology framework for individual tourists. In the define phase, we developed the PERMA map tool to assist experience providers in understanding the framework in a practical setting. Further, a player taxonomy is adapted to a tourism context to communicate insights. In the Ideation& Prototyping Phase, we developed a screening and development tool based on gamification concepts and methods. We exemplified how to apply this tool in a practical setting in the testing & iterations phase