Gamification as a Cultural Tourism Marketing Strategy to Improve Generation Z Engagement at the Ronggowarsito Central Java Museum

Abstract

Gamification has emerged as an innovative strategy that applies game design elements in non-game contexts to increase user engagement, motivation, and participation. In the tourism sector, gamification has gained increasing attention as a marketing approach capable of creating interactive, immersive, and memorable visitor experiences, particularly among Generation Z, who prefer digital, technology-driven, and participatory activities. Despite its growing application across various tourism settings, limited research has examined the role of gamification in cultural tourism marketing within regional museums. This study investigates how gamification enhances visitor engagement in the context of cultural tourism marketing at the Ronggowarsito Museum. A qualitative case study approach was employed, with data collected through in-depth interviews with museum managers and visitors, participant observation of visitor activities, and analysis of museum promotional materials. The data were analyzed using the interactive model proposed by Miles, Huberman, and Saldaña. The findings reveal that gamification elements, including interactive challenges, reward systems, mission-based exploration of museum collections, and digital media integration, significantly increase visitor engagement by encouraging active participation, strengthening cultural learning experiences, and stimulating social media sharing behavior. These results demonstrate that gamification extends beyond entertainment and serves as an effective cultural tourism marketing strategy for enhancing the attractiveness and competitiveness of museums in the digital era, particularly in engaging Generation Z visitors.