Gamification como ferramenta para a promoção da sustentabilidade ambiental em festivais de música

Abstract

Nowadays, digital channels play a fundamental role in brands and customers lives, as they allow for closer relationships to be established. Due to this new paradigm, consumers, particularly the younger generation, are becoming more demanding and while taking an active and conscious role on social networks. The marketing actions and digital communication carried out by companies have become increasingly less efficient, leading them to seek new strategies and approaches. In this context, other areas such as gamification, which address consumer’s intrinsic need, have been developing and integrating themselves a new business tool. However, it also acts as a support of social issues, particularly in the realm of sustainability. When applied in the context of music festivals, gamification can promote the adoption of sustainable behaviours during the event and as well as increase awareness. It can promote a culture of sustainability that extends beyond the festival grounds. By making sustainability fun and interactive, gamification can be an efficient strategy in promoting environmental awareness among festival-goers and in their relationships with the organization. Therefore, this project is focused on a specific festival - MEO Sudoeste. Through the creation of a prototype - a gamified digital platform - targeted at Generation Z, and by following a qualitative methodological procedure mediated by two focus groups, a set of conclusions were made to assets the feasibility of the project. This included promoting more sustainable practices at music festivals and confirming the willingness of these groups to engage with the created experience.

Date of Award	15 Nov 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)