Analysis of a Master Thesis: Gamification in Tourism – A Design Thinking Approach to Memorable Experience Design.

For this exercise, a master thesis written by Rolf Oftedal, Markus Hasler Sveen & Kristian Listou Riksheim for the school of economics and business at the Norwegian University of Life Sciences was analysed. The paper was written in 2021, so it is quite current (it mentions the pandemic) and its title is “Gamification in Tourism – A Design Thinking Approach to Memorable Experience Design”.

Level of design

The design is quite simple. It certainly shows the formality of the subject and the document, but it can look a bit sloppy when it comes to displaying images.

In terms of text and font sizes, it is a very good design. Differentiating between the different sections is easy at a glance thanks to the separations. 

It could have been more pleasant if more images or graphics had been used to show the content quickly and visually.

Degree of innovation

The topic of tourism and gamification is quite common. Many designers are using these concepts as a way of addressing users. This may make the topic not very innovative, but it still has a lot to be explored and is seeing its peak with the emergence of COVID-19. Many tourism companies are considering gamification as a means of reaching the public again.


The project appears to have been carried out independently. It is true that it is done by a group of three people, but the analyses of each example and all the details of the project are their own conclusions.

Outline and structure

The presented structure is very well organised and gives you important data at a first glance thanks to the abstract divided into background, purpose, method and findings. With only one page it gives you a clear and straightforward summary. 

The organisation is progressive and takes you from theoretical beginnings to a practical end with many results. At no point is any content shown that has not been explained before, which makes the reading a very simple task. The authors follow the chosen study method throughout: Empathise, Define, Ideation & Prototyping and Testing & Iteration.

Degree of communication

Referring back to the previous point, it is very easy to read as the more complex terms are explained throughout. 

Moreover, as it is a project carried out by different authors from different disciplines, the content is very complete and the explanations are simplified as much as possible.

Scope of the work

It is a very comprehensive project with three authors coming from different fields. This ensures that the content covers everything that is needed. 

It may be a project that individually could be considered too much work, but as a team and with a good organisation, an exemplary result can be achieved.

Orthography and accuracy

Spelling is correct, and accuracy is exemplary. Information from different backgrounds is visible, making it a comprehensive work.


The document is correctly cited and has an extensive bibliography (more than four pages). It is true that at a quick glance it is difficult to see the points cited as there are no footnotes, but they still include a correct citation type.

Oftedal, R; Hasler, M; Listou, K. “Gamification in Tourism – A Design Thinking Approach to Memorable Experience Design.“ Master’s Thesis, Norwegian University of Life Sciences, 2021.

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