基于游戏化理念的文旅体验设计

Cultural Tourism Experience Design Based on the Concept of Gamification

中文关键词: 游戏化  文化旅游  旅游体验  用户需求  八角行为分析法

英文关键词: gamification  cultural tourism  tourism experience  user requirement  octalysis behavior analysis

中文摘要:

      目的 通过游戏化的方式，提高游客对景点的文化感知和理解程度，为景点构建多种体验，增加趣味性，力图丰富文化旅游体验。方法 采用访谈法、问卷调查法，分析文化旅游过程中不同类型游客的特征、行为、动机以及在旅游前中后阶段的痛点，总结三个主要目标。结合文旅体验主题性、参与性、差异性三个特性，提出旅游各阶段的游戏化设计策略。运用动力、机制和组件，划分适用于不同目标的游戏元素并采用八角行为分析策略仪表盘，结合服务设计流程，进行游戏化的文旅体验设计。结论 基于游戏化理念，构建了文旅体验设计流程，并应用在杭州文化旅游的设计中。提出的用户特征、目标、动机、策略为同类产品的设计提供了一定的参考，增强了游客体验的积极性与参与度。

英文摘要:

      This research aims to extend the cultural awareness and understanding of tourists about attractions by means of gamification, build a variety of experiences for attractions, increase fun, and enrich cultural tourism experience. Using interview methods and questionnaire survey methods to analyze the characteristics, behaviors, motivations and pain points of different types of tourists in the process of cultural tourism, summarizing three main goals. Furthremore, combined with the three characteristics of theme, participation and difference of the cultural travel experience, the game design strategy of each stage of tourism is put forward. Moreover, using motivation, mechanism and components, to divide the game elements suitable for different targets and use the octagonal behavior analysis strategy dashboard, combined with the service design process, to carry out the gamification experience design. Based on the concept of gamification, the cultural tourism experience design process is constructed and applied to the design of Hangzhou cultural tourism. The proposed user characteristics, goals, motivations and strategies provide a certain reference for the design of similar products and enhance the enthusiasm and participation of tourists during their experience.