Gamification in Tourism : Analysis of Brazil Quest Game

Several Destination Marketing Organisations, such as the Brazilian Tourist Board, have established mobile marketing strategies to attract audiences and following trends. Gamification has gained space to bring customers through advertising and entertainment. The aim of this paper is to analyse the structure of the game Brazil Quest, an application developed to harness the potential of gamification in tourism. The research is based on theories related to destination marketing, gamification, and gaming development, and the analysis of five levels of game design elements. Among the main results, the game Brazil Quest can be classified as an entertainment or a hobby game, able to entertain tourists for a short period of time. However, the focus on tourism is not well developed, undermining the purpose of the game. The positive aspects are related to the project that is well built, with graphics and music that encourage the player to learn more about Brazil.