Tourism Innovations in the Age of Digital Culture: Gaming Approaches to Hospitality as a Sociocultural Phenomenon

Olga Shepeleva; Inna Stepanets; Natalia Zatsepina; Galyna Kish; Diana Hrynyuk

doi:10.63931/ijchr.v7iSI1.2.459

Authors

Olga Shepeleva O. O. Preobrazhenskyi Educational and Scientific Institute of Hospitality and Travel Industry and Enology, Odesa National University of Technology, Odesa, Ukraine https://orcid.org/0000-0003-4128-2094
Inna Stepanets Taras Shevchenko National University of Kyiv, Kyiv, Ukraine https://orcid.org/0000-0002-2581-5615
Natalia Zatsepina National University "Zaporizhzhia Polytechnic", Zaporizhzhia, Ukraine https://orcid.org/0000-0003-1866-449X
Galyna Kish Uzhhorod National University, Uzhhorod, Ukraine. https://orcid.org/0000-0002-6201-9589
Diana Hrynyuk Taras Shevchenko National University of Kyiv, Kyiv, Ukraine https://orcid.org/0000-0003-3375-694X

DOI:

https://doi.org/10.63931/ijchr.v7iSI1.2.459

Keywords:

tourism, digitalization, mediatization, pilgrimage, religious tourism, rural tourism, green tourism, hospitality industry, tourist attraction, social media and groups, communication, communication in the context of communication culture

Abstract

In today's digital culture, tourism is undergoing a transformation that is driving interest in innovative ways of interacting with travelers. One of the most promising areas is gamification, which allows combining the informational, emotional, and cultural aspects of the travel experience. The aim of the study is to examine gamified practices in tourism as a cultural phenomenon that is emerging in the context of digital transformation. The methodological basis of the study is a qualitative content analysis of scientific publications, a comparative analysis of empirical cases, and the systematization of results in the form of analytical tables. The results show that gamification helps activate the role of tourists as participants in cultural interaction, creates emotionally rich and personalized trips, and increases the level of engagement in learning about a place. The paper identifies trends in the transition from the technological application of game mechanics to their integration into the content of tourism products. Gamified solutions have significant potential in niche areas of tourism, such as religious, rural, or green tourism, where the personalization of experience is based on local meanings and values. Particular attention is paid to the formation of tourist attractiveness through digital pilgrimage platforms and communication with local communities. It is shown that the most effective practices are those that consider the local cultural context, allowing for a combination of co-creativity, authenticity, and marketing value.

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