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ENTER 2015 Research Track Slide Number 1
Smart Tourism Destinations Enhancing Tourism Experience
through Personalisation of ServicesDimitrios BuhalisAditya Amaranggana
Bournemouth University, [email protected]
ENTER 2015 Research Track Slide Number 2
IntroductionChallenge : Variety of stakeholders involved with different interest one another.Bringing smartness into tourism destinations.Instant information exchange leads to large datasets.Increasing expectation on personalised service offered in destinations.
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• Research aim:– Draw attention to the gaining ground of smartness development
– Provide a little hint to the industry, on types of personalised application expected by tourists during their time in destination as well as prior to the trip and after the travel takes place
– Captures tourists’ perception and their perceived challenges upon Smart Tourism Destination as well as personalised service.
Introduction
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Interconnect multiple stakeholders through a dynamic platform mediate by ICT in order to support prompt information exchangeEstablish true data openness Customised to local context Customer focus – Active engagement with customer
The Development of Smart Tourism Destinations
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Personalisation is defined as a process that escalates the content of information to its relevance
for individual, creating offers which fits their needs.
Personalisation
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• Core product in tourism industry • Embedded in a larger social and physical context throughout all contact points
• Experience is inherently personal.
Tourism Experience
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• Semi structured in-depth interview
• 13 interviews• Technology savvy
tourists age 20-25
• Respondents were chosen to represent range of nationalities and different characteristic
• Content analysis
Methodology
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Finding and Analysis
Personalisation
Smart Tourism Destinations
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46% of respondent mentioned they have concern in regard with their data privacy
Rely too much on technologyLess interaction with
people
Errors in given information
Not experiencing destination as it is
Difficulties for older peopleLosing job as tour guide
Smart Tourism Destinations : Concern
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Most of the respondent is positively welcoming
personalisation of services.
Privacy ConcernAbusive Marketing
ActivitiesLimiting Discovery
Personalisation : Concern
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Finding and Analysis
Typical use of ICT during
travel
ICT potential in enhancing
Tourism Experience
Factors that negatively affect their tourism
experience
Factors that positively affect their tourism
experience
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Positive Experience ICT
Authenticity from Destination (Culture, Meals, Lifestyle)
SI, SE
People (Locals and Fellow Travelers)
SI, C
Weather SI
Attraction (Architecture, Landscape)
SI, SE
General Services (Accommodation, Transport, Gastronomy)
SI, BS, SE
Tourism Activities (Adventurous, Relaxing)
SI, BS, SE
SI Seeking for Information
SE Share ExperienceC CommunicationBS Booking ServiceN/A Not yet Addressed
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Negative Experience ICT
Problem in Navigation SI, C
Security Concern N/A
Less Informed (Opening Hours, Prices)
SI
Waiting Time (Delay, Long Queue)
N/A
Lost Luggage N/A
Service Below Expectation (Rude Staff, Dirty Buses, Unclean Rooms)
N/A
Weather SI
Language Barrier SI, C
SI Seeking for Information
SE Share ExperienceC CommunicationBS Booking ServiceN/A Not yet Addressed
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• Advance access to real-time information• Dynamic platform
• Ability to precisely predict what visitor wants
Smart Tourism Destinations
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Transportation
Attraction Accommodation
Gastronomical
Ancillaries
Tourists Expectation on Personalised Serviceswithin Smart Tourism Destinations
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• Discovered numbers of personalised service expected by tourists within Smart Tourism Destinations.
• Various concern as perceived by respondents• Importance to seek opinion from senior tourists and disabled people
Conclusion and Limitation
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The number one benefit of information technology is that it empowers people to do what they want to do. It lets people be creative. It lets people be productive. It lets people learn things they didn't think they could learn before, and so in a
sense it is all about potential - Steve Ballmer
