An empirical study on introducing gamification to promote behavior change for avoiding tourist congestion

2022 Fiscal Year Final Research Report

• Project/Area Number: 20K12436
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 80020:Tourism studies-related
• Research Institution: Shibaura Institute of Technology
• Principal Investigator: Le Yiping 芝浦工業大学, 工学部, 准教授 (20573116)
• Co-Investigator(Kenkyū-buntansha): 青柳 西蔵 駒澤大学, グローバル・メディア・スタディーズ学部, 講師 (20646228) ; 清水 哲夫 東京都立大学, 都市環境科学研究科, 教授 (40272679)
• Project Period (FY): 2020-04-01 – 2023-03-31
• Keywords: 行動変容 / 計画外立ち寄り / 観光混雑

Outline of Final Research Achievements

The purpose of this study is to empirically examine whether the implementation of gamification as an intervention for avoiding tourist congestion can lead to more desirable behavior change. Using an originally developed application called "SuiSuiTabi", experiments were conducted to provide users with mission-based gameplay elements that encourage behavior change, in addition to providing information about the congestion levels of tourist spots. The study analyzed whether actual behavior change occurred and examined the relationship between missions and behavior change. Based on the results of the experiment, it was confirmed that factors such as occupation, awareness of avoiding congestion, travel companions, and travel planning had an influence on behavior change. Furthermore, there was a certain degree of observed impact of gamification and the level of congestion on behavior change.

Free Research Field

観光行動

Academic Significance and Societal Importance of the Research Achievements

本研究は、スマートフォンアプリなどのICTを活用することで、リアルタイムで双方向の働きかけが可能となるとともに、効果検証に必要なデータ収集も容易となり、行動変容の効果を実証的に検証することが、学術的にも実務的に重要であると考えられる。また、これにより地域振興に資する観光行動を誘発しながら、交通量分散と観光混雑解消を図るという社会経済的な意義を有する。