Ferramentas de gamificação: um estudo de caso em programas de milhagem

Abstract

This thesis work aims to analyze the gamification applied in frequent flyer programs. The term gamification was approached to reflect actions that make use of game elements as tools in action contexts unrelated to games. The theoretical analysis of this thesis is based on games and gamification. The frequent flyer programs, TAM Fidelidade, Smiles and Amigo are presented and analyzed by the sight of gamification tools. Mileage programs play a fundamental role in commercial aviation by offering the return of frequent flyers and the journey of those who accumulate points in various loyalty programs. The frequent flyer programs miles are already considered the main product of trade of loyalty programs. Thus, tickets issued with miles already form a significant portion of the daily number of tickets issued and the miles have now become a second currency between airlines and travelers. The results obtained in this study were quite satisfactory, they identified gamification tools used by the frequent flyer programs that were analyzed, this allowed the questions asked in the thesis purpose to be answered.