About the book

Tourists’ expectations are increasingly complex and sophisticated. They are seeking meaningful and more stimulating experiences from tourism providers. By combining Gamification with Experience Design the Gamification in Tourism book provides a comprehensive and novel approach on how to design such experiences. This should help tourism providers shift their thinking as to what they can offer in order to cater to the new needs of their guests. Also,  the Memorable Experience Design Framework conceptualised in the book, can be of help to everyone that aims to design memorable experiences.

“Paul Bulencea and Roman Egger have brought together two of my favorite subjects into one engaging, informative, and well-researched book. Everyone in tourism – districts, attractions, and support companies alike – should read Gamification in Tourism, but in fact so should everyone involved in designing memorable experiences (as the sub-title memorably puts it), for its Memorable Experience Design framework applies to all those who wish to succeed in today’s Experience Economy.”

B. Joseph Pine II
Co-author, The Experience Economy and
Infinite Possibility: Creating Customer Value on the Digital Frontier


“The book Gamification in Tourism is the first of its kind to bring together two current issues – Gamification and Experience Design. This innovative book will be very useful to both academics and practitioners. The book is well structured and also allows non-academics to grasp and apply the theoretical concepts easily through examples and cases that illustrate the different gamification approaches.”

Prof. Dimitrios Buhalis
Bournemouth University, UK


“With elaborate design conceptualization and practical case studies, this book provides both researchers and practitioners with an excellent foundation on gamification as an approach to behavioral design for tourism experiences. Through the Memorable Experience Design (MED) framework, the book comprehensively touches on the design elements and processes necessary to understand, structure, target, and measure behavioral actions to ensure positive tourism experiences.”

Iis P. Tussyadiah
Washington State University Vancouver, USA

Book structure

The book is structured in two parts. The first part conceptualises the Memorable Experience Design (MED) Framework. The Framework is a practical model that shows how you how to use game design thinking to stage memorable experiences in tourism or any other industry. The second part displays more than fifty examples and mini-cases of how the how the Framework is applied in tourism.

The book concludes that knowing how to design memorable experiences is pivotal to understanding and conceptualising the future of tourism experiences. This knowledge might lead to having the necessary know-how to deliver the next type of economic offering: guiding guest positive transformation.


Paul Bulencea

Paul Bulencea

He first started to incorporate elements related to experience design and gamification within events he co-organised with WISIT (Worldwide Innovative Students in Tourism), a student association that he founded. He later explored the topic in his master thesis where he created a museum experience experiment that significantly increased the visitors’ immersion, memory and satisfaction of their experience. He has presented papers about gamification in tourism at international conferences such as the World Travel Market in London and the Enter Conference in Dublin. He also delivers lectures at various universities worldwide and explores entrepreneurship with Sideview, a start-up that he co-founded.

Roman Egger

Roman Egger

Is a professor and divisional director of eTourism at the Department of Innovation and Management in Tourism at the Salzburg University of Applied Sciences. He serves as an advisor to a number of national and international projects that relate to Information Technologies in Tourism and is a consultant for eTourism-development activities. He has written and co-edited fifteen books, published a number of articles in books and journals and is co-editor of the scientific Journal “Zeitschrift für Tourismuswissenschaft”. He is a member of the International Federation of Information Technology for Travel and Tourism (IFITT), ÖGAF, DGOF, DGT and AIEST.

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You can contact Paul Bulencea at paul.bulencea@gmail.com or Twitter.

Roman Egger is available at roman.egger@fh-salzburg.ac.at or Twitter.

For Gamification in Tourism examples visit our blog.

Salzburg University of Applied Sciences: Innovation and Management in Tourism