1 Introduction: Gamification in Tourism - The Cutting-Edge Trend in Tourism -- Part 1 Gamification Theories -- 2 Gamification, Game Mechanics, Game Thinking and Players' Profile and Life Cycle -- 3 Understanding Games and Gamified Experiences: The MAPS-AIM Model -- 4 Gamification: Practices, Benefits and Challenges -- Part 2 Gamification Application and Case Studies -- 5 Gamification Applications in Hospitality and Airline Industries: A Unified Gamification Model -- 6 Innovating the Restaurant Industry: The Gamification of Business Models and Customer Experiences -- 7 Destination Marketing via Gamification: A Case Study of the Austria Adventure Game -- 8 Gamification and Geocaching for Tourism Destinations: Marketing Madeira, Portugal -- 9 Advergaming in Tourism: Spanish Cases -- 10 Pokémon GO: Serious Leisure and Game-Playing Tourists -- 11 Playfulness and Game Play: Using Geocaching to Engage Young People's Well-being in a National Park -- 12 Gamification: Augmented Reality, Virtual Reality Games and Tourism Marketing Applications -- 13 Conclusion -- Index.