Opportunities and Challenges of Using Gamification in Urban Tourism Marketing: A case study of Tomb of Ferdowsi, Tus City

A B S T R A C T
Marketing initiatives within the tourism sector are pivotal for fostering the growth and sustainability of tourist destinations. Gamification, recognized as an innovative strategy in tourism marketing, presents both substantial challenges and promising opportunities.Gamification is particularly effective in cultural tourism, as it leverages the historical and cultural significance of heritage attractions. Despite its considerable potential, gamification remains relatively underutilized within the Iranian tourism sector. This study aims to examine the challenges and opportunities associated with implementing gamification in the marketing of the Ferdowsi Tomb. An exploratory research design was employed, guided by the principles of grounded theory methodology. Twenty-one experts were purposively selected, complemented by snowball sampling techniques. Data analysis yielded 538 open codes. The findings indicate that Gamification continues to be a relatively nascent concept within the global tourism industry, and its adoption is particularly limited in Iran. Therefore the implementation of gamification in marketing constitutes the central phenomenon. Challenges related to innovation and education emerged as causal conditions, whereas legal, informational, marketing, and economic challenges were classified as intervening conditions. Furthermore, institutional and managerial challenges, technological obstacles, and additional barriers, including investment constraints and legal and internet limitations, were identified as contextual conditions. Conversely, opportunities were categorized into five domains—managerial, social, environmental, and cultural-historical—which can inform effective strategic interventions and ultimately foster innovative outcomes in tourism marketing.
Extended Abstract
Introduction
Marketing constitutes a fundamental pillar for the advancement and enhancement of tourism within the global tourism industry. In recent years, increasing emphasis has been placed on the adoption of innovative and creative tourism marketing strategies aimed at accessing new markets, attracting visitors, enhancing their engagement with destinations, and fostering tourist loyalty. Among emerging marketing approaches, the application of gamification represents a promising strategy for strengthening tourism destinations. In particular, the use of gamification in different forms of tourism, especially cultural tourism, can be highly effective given the rich historical and cultural contexts of many attractions. Although gamification is gradually emerging as a novel approach in Iran’s tourism marketing landscape, it remains at an early stage of development. Despite growing awareness of this method among tourism professionals and stakeholders, its practical implementation has largely remained limited and experimental. Furthermore, a notable gap exists in academic research addressing the application of gamification in Iran’s tourism marketing, particularly in relation to cultural and historical attractions. The absence of locally grounded knowledge and context-sensitive models has constrained the effective utilization of the potential offered by both tourism resources and gamification strategies. Consequently, despite its recognized importance, gamification has not yet been sufficiently developed within Iran’s tourism industry. The Tomb of Ferdowsi, as one of Iran’s most significant cultural and tourist attractions, attracts a relatively low number of visitors at both national and international levels, highlighting the need for innovative marketing approaches such as gamification.
Given the relatively recent introduction of gamification-based activities in Iran’s tourism marketing, the implementation of such initiatives necessitates a systematic examination of existing challenges alongside the identification of potential opportunities for enhancing marketing effectiveness through this approach. Accordingly, the primary objective of this study is to identify and evaluate the challenges and opportunities associated with the use of gamification in tourist attractions, with particular emphasis on the Tomb of Ferdowsi. In line with this objective, the central research question guiding the study seeks to determine the challenges and opportunities characterizing the use of gamification in tourism marketing at the Tomb of Ferdowsi.
 
Methodology
The present study adopts a descriptive analytical and exploratory research design. It is a qualitative, applied study grounded in systematic analysis and grounded theory methodology, with the primary objective of identifying the challenges and opportunities associated with the use of gamification in tourism marketing at the Tomb of Ferdowsi. Data were collected through both documentary and field-based methods. The study population comprised experts, senior managers, game developers in the game industry, as well as researchers and specialists from academic and scientific environments.
Participants were selected through a combination of purposive sampling followed by snowball sampling. In the initial stage, nine experts with demonstrated knowledge and experience in gamification within tourism marketing were selected purposively. Subsequently, twelve additional specialists were identified and introduced by the initial group of participants through the snowball sampling process.
Data collection was conducted in two stages. In the first stage, key concepts were identified and elaborated through the review of authoritative documents and scholarly articles. In the second stage, semi-structured interviews were conducted with experts in the field of tourism. The interview data were analyzed using MaxQDA software, and the coding process was carried out in three sequential stages: open coding, axial coding, and selective coding. During the open coding stage, all concepts validated through the interviews were identified and coded. In the subsequent stage, open codes were examined, relationships among them were established, and similar codes were integrated into broader subcategories. In the final stage, subcategories were organized into overarching categories based on their nature and content. Following the identification of the core category, the positions of the remaining categories were determined in relation to it, resulting in the development of the final conceptual model.
 
Results and discussion
Based on the analysis of data obtained from expert interviews, nine core categories related to challenges and five core categories related to opportunities for the application of gamification in tourism marketing were identified, categorized, and labeled. The challenge-related categories include marketing and communication challenges, economic challenges, technological and infrastructural challenges, institutional and managerial challenges, software and content-related challenges, legal challenges, educational challenges, innovation-related challenges, and other contextual challenges. In addition, five core opportunity-related categories were identified, namely managerial opportunities, environmental opportunities, cultural, literary, and historical opportunities, social opportunities, and innovative opportunities. These categories were systematically extracted from the interview data provided by experts and specialists in the field.
Based on the axial coding process, the category of “implementation of gamification in the marketing of the Tomb of Ferdowsi” was selected as the core category of the study. This category represents the central phenomenon to which all other extracted categories, including causal conditions, contextual conditions, intervening conditions, strategies, and consequences, are conceptually and structurally related. The emphasis of participants on the scientific realization and practical implementation of gamification, as well as the prominence of this concept within the data, indicates its theoretical saturation and central role in explaining the research problem. Moreover, the alignment of this core category with the objectives of the study enables a systematic interpretation of the challenges and opportunities associated with experiential marketing in the studied context.
Within the axial analysis process, the categories of “innovation-related challenges” and “educational challenges” were identified as causal conditions, as they represent the fundamental drivers underlying the need to implement gamification in the marketing of the Tomb of Ferdowsi. Interview data revealed that, from the perspective of respondents, limited attractiveness of contemporary experiences, the novelty and lack of clarity surrounding gamification in Iran, insufficient use of interactive tools, low levels of awareness, inadequate training, and the absence of specialized workshops constitute some of the most significant barriers to the implementation and execution of gamification initiatives.
The categories of “institutional and managerial challenges,” “technological and infrastructural challenges,” and “other challenges,” which include internet-related limitations, high perceived risks, and reluctance to invest in this domain, were identified as contextual conditions influencing the core phenomenon. These factors collectively shape the institutional and operational environment within which the implementation of gamification in the marketing of the Tomb of Ferdowsi takes place. Data analysis indicates that weaknesses in integrated policymaking, lack of coordination among relevant institutions, insufficient technological infrastructure, and the persistence of traditional management approaches within responsible public organizations constitute key obstacles to the realization of this innovative approach.
In this study, “economic challenges,” “marketing challenges,” and “legal challenges” were identified as intervening conditions within the paradigm model. Qualitative findings suggest that financial constraints, the absence of economic models for the design, maintenance, and implementation of gamification initiatives, weaknesses in targeted advertising and marketing systems, and the lack of clear legal frameworks governing innovative activities such as gamification in the tourism industry represent critical and influential barriers to the effective execution of this approach.
Through axial coding, the identified opportunities at the managerial, environmental, cultural and historical, and social levels were selected as the main strategic drivers facilitating the realization of the core category, namely the implementation of gamification in the marketing of the Tomb of Ferdowsi. The utilization of these opportunities reflects the emergence of deliberate and informed actions arising from the interaction between causal, contextual, and intervening conditions. The extracted concepts indicate that strategies play a central role in shaping and guiding the proposed drivers and actions. Opportunities such as the willingness of cultural institutions to embrace innovation, the interactive capacity of local communities, the richness of literary and historical narratives, and the interest of tourists and visitors suggest that leveraging multi-level opportunities as strategic pathways enhances the feasibility and effectiveness of gamification implementation.
The outcomes associated with the implementation of gamification in the marketing of the Tomb of Ferdowsi were primarily identified in relation to the innovative nature of this approach. These outcomes include the creation of creative marketing practices, the strengthening of destination branding, the enhancement of cultural education, the protection and promotion of tangible and intangible heritage, and the formation of long-term visitor loyalty. Collectively, these outcomes reflect the transformative potential of gamification as a multidimensional tool in tourism marketing and underscore its capacity to contribute to the achievement of broader objectives related to enhancing the tourism experience, improving marketing effectiveness, and generating value through active and innovative participation at the Tomb of Ferdowsi.
 
Conclusion
Gamification represents a new generation of innovation within the global tourism industry, particularly in the context of Iran. In the fields of marketing and tourism, gamification-based activities have demonstrated considerable success in attracting tourists, facilitating learning and cultural awareness, and fostering visitor loyalty. This approach operates across both virtual and physical environments, and its implementation and development can provide a creative and differentiated tourism experience. By identifying existing challenges and addressing them through the effective use of available opportunities, the application of gamification at the Tomb of Ferdowsi can be expected to contribute to a comprehensive and accurate introduction of the site and the Shahnameh, while simultaneously creating a distinctive and meaningful visitor experience.
As a novel marketing approach, gamification has the potential to function as an effective tool for enhancing the visitor experience, strengthening cultural branding, educating tourists, safeguarding cultural heritage, and increasing long-term audience loyalty. The innovation-related and educational challenges identified as causal conditions, together with institutional, infrastructural, economic, and legal barriers classified as contextual and intervening conditions, underscore the necessity of rethinking traditional approaches to cultural tourism marketing.
Within this context, the strategic utilization of managerial, environmental, social, and cultural opportunities can serve as a constructive pathway toward transforming methods of presenting, promoting, and experiencing cultural heritage. Accordingly, the findings of this study indicate that gamification, when integrated with cultural tourism marketing, should not be regarded merely as a technological or entertainment-based tool. Rather, it can be employed as a strategic approach for meaning-making, storytelling, and the enhancement of the overall tourism experience. The conceptual model proposed in this research can inform the design of policies and practical interventions in the field of cultural tourism, particularly in countries facing challenges related to attracting younger audiences, preserving heritage, and transmitting cultural values.
Drawing on successful international experiences, it can be anticipated that the implementation of gamification within the cultural and historical complex of the Tomb of Ferdowsi will facilitate a comprehensive and accurate presentation of the monument and the enduring legacy of the Shahnameh. Moreover, this approach can contribute to the creation of a conscious and distinctive experience encompassing both tangible and intangible cultural dimensions, the reinforcement of cultural, national, and patriotic identity, the promotion of Iranian culture and literary-cultural tourism at national and global levels, enhanced collaboration between tourists and local communities to support tourism development in the historic city of Tus, the generation of tourism-related revenues, the establishment and promotion of destination branding at both national and international scales, and the creative preservation and transmission of cultural heritage through effective tourism marketing.
 
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.