Akademik Veri Yönetim Sistemi
The 7th Conference on Managing Tourism Across Continents (MTCON), Antalya, Türkiye, 29 Nisan - 02 Mayıs 2026, ss.1, (Özet Bildiri)
The aim of this longitudinal case study is to examine the strategic shift in marketing campaign approaches from monetary-based discounts to gamification in the context of the museum marketing domain. The study seeks to understand the impact of this strategic shift in campaign approaches on the co-creation of consumer value through an analysis of the gamified campaign of Istanbul Metropolitan Municipality (IMM) Culture Co. The research is based on a qualitative research approach and relies on the Perceived Value theory. The 2024 monetary-based discount campaign and the 2025 gamified campaign were analyzed using netnography and observational analysis. The 2024 monetary-based discount campaign was analyzed using the Price Unfairness framework, while the 2025 gamified campaign was analyzed using the Self-Determination Theory framework to determine the level of psychological need satisfaction. The results indicate that the 2024 monetary-based discount campaign resulted in price unfairness, while the 2025 gamified campaign resulted in the satisfaction of the psychological needs of consumers, where engagement levels increased fifty times compared to the previous campaign. The research provides an innovative approach to understanding gamified incentives in the context of consumer engagement prediction and presents a novel value transformation model.