Gamification applied to cultural heritage in Portugal: perspectives from tour operators
Abstract
Gamification in cultural heritage can make visits more engaging and educational, deepening the understanding of historical value and encouraging the cultural heritage’s preservation. In order to explore the perceptions and expectations of Portuguese tour operators about gamification in cultural heritage, we conducted an exploratory and descriptive study in 2024. The opinions of 58 operators were analysed. The majority has been operating for over a decade, is concentrated in Lisbon and Porto, and provides mostly cultural and luxury packages, even though it also offers rural and adventure tourism. 25 operators were familiar with the concept and about half of them (53.4%) defined it correctly. Specific training is scarce (only 3 operators) and the lack of technical skills is an obstacle. Practice is equally limited, with only 3 operators presenting concrete projects. The enquired refer training, financial support, technological partnerships and adequate equipment as essential resources. Some consider gamification as a factor of greater engagement, cultural learning, attracting younger audiences and strengthening the brand’s image. However, difficulties are also mentioned regarding integration with existing services, costs and users’ resistance. Despite the potential, the intention of future adoption is low (39 operators do not intend to implement, while only 19 declare interest). In the future, it will be pertinent to analyse in greater depth the conditions that facilitate the consistent integration of gamification into operators’ offer, assessing the impact on visitor engagement, brand’s perception and destination competitiveness. This approach will provide orientations that are better suited to the operators’ reality, contributing to informed decisions and sustained strategies.
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