Abstract
Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.