The Design of a Tourism Simulation Game through Gamification Concept to Promote Cultural Tourism in Bangkok’s Major Floating Markets

Abstract

The concept of gamification has gained increasing attention in the tourism sector because of its potential to enhance tourist motivation and experiences. However, the application of gamification to the promotion of cultural tourism remains limited, particularly in terms of designing approaches that are responsive to local contexts. This study aimed to develop a prototype of a gamification-based simulation game to promote cultural tourism at major floating markets in Bangkok and to evaluate tourists’ satisfaction with the proposed game prototype. Drawing on Karl M. Kapp’s framework, the study developed “Bangkok Floating Market Explorer”, a location-based simulation game informed by field data collected from seven major floating markets in Bangkok. The collected data were incorporated into key game elements, including maps, rules, and missions, to reflect the distinctive cultural identities of each site. The findings indicate that gamification elements that were integrated into the game can enhance tourist engagement and motivation. Players can explore cultural tourism sites and participate in various activities, such as earning points, unlocking new content, and redeeming rewards related to local products. Furthermore, the game prototype demonstrates potential as a promotional tool for Bangkok’s floating markets. Overall, the findings suggest that games developed based on gamification principles can serve as effective tools for cultural communication, the promotion of cultural tourism, and the creation of added value in the tourism industry through digital technology. This approach may also contribute to the development of the creative economy and support sustainable tourism initiatives.