1. Touch Tourists’ Heart via Seamless
Integration of Mobile Technology
— Taiwan Tourism Bureau Case —
Yulan Y. Yuan
Assistant Professor
Travel Management
Jinwen University of Science and
Technology
Eric Kuan-wen Lin
Secretary
Cross-Party-Group on Taiwan
The Scottish Parliament
David W. Hsieh
Director General
Tourism Bureau, TBROC, MOTC

2. Touch Tourists Hearts
 Tourists want to escape, to relax, to explore, to
learn, to feel amused and to reduce risks that lead
to a wide range of information needs.
 The task for Taiwan Tourism Bureau is to provide
easy access and organized information available
to tourists to satisfy those needs
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3. eFriendliness
 Aim:
Convenient and powerful ICT applications as a feature
to enhance the value of tourism products and services.
 Objective:
Integration of tourism information and ICT application
services before, during and after travel on mobile
devices and broadband applications.
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4. Different Mind Sets
Tourism Service
Development
2 Governmental Units
-Tourism Bureau
-Ministry of Transportation
and Communications
IT Development
13 Governmental Units
-Science and Technology Advisory
Group of Executive Yuan;
-Industry Bureau of MOEA;
-Small and Medium Enterprise
Administration of MOEA;
-Department of Industrial
Technology, MOEA;
-Industrial Technology Research
Institute, etc.
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5. Efforts but Little Collaborations
IT Development
Challenge 2008:
Major Tourist Attraction
Construction Medium-Term
Plan;
Project Vanguard for Excellence
in Tourism
2003
Tourism Service
Development
e-Taiwan;
m-Taiwan;
u-Taiwan;
ICT747;
I236;
i-living;
2008
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5

6. Collaboration
• Forming a task force to unify efforts across
governmental units to integrate ICTs into
tourism services.
Transportation and Travel
Promotion Working Group
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6

7. Changes in Tourism Management
Tourism service and
infrastructure
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8. Travel Context
Pre-consumption
Consumption
Post-consumption
Planning;
Expectationformation;
Decision-making;
Transactions;
Anticipation
Connection;
Navigation;
Short-term decisionmaking;
On-site transactions
Sharing;
Documentation;
External memory;
Re-experiencing;
Attachment
Planning
Experience
Reminiscence
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9. Travel Stages and ICTs
Equipment
PC
Mobile, Pad
Channel
Wi-Fi, 3G
Internet
Application
• Itinerary planning
• Hotel booking
• Transportation
•
•
•
•
Guided tour
GPS
AR
Shopping
PC
Internet
• Trip sharing
• Trip records
• Pictures
Data Storage
(Facebook, Twitter)
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10. Internet Access is a Human Right
3G
Roaming
Higher fairs
Wi-Fi
Mobile
Networking
Higher fairs and
complicated procedures
Lower fair and much
easier to apply
Visitors use mobile phones to get
travel information
Integration of Current Wi-Fi Hotspots
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11. Integration of Mobile Technology
Tourism
Website
Voice Guided
Tour Service
360°/720°
Virtual Reality
GIS Map
Search
Smartphone
Travel
QR-Code
Free WiFi
Tour Taiwan Taiwan Events
APP
APP
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11

12. avel Scenario Method: Before, During and After Travel
Travel Service
Quality Improvement
ICT Together
Innovation +
Additional Value
Complete, Real-time
Static and Dynamic
Information
Mobile Information
Service and Application
3D Tourism AP System
Augmented
Reality (AR)
Tourism GIS Application
aa
55
QR code
Kiosks
Wi-Fi
Data
is, and
analys avel
d,
Recor tion of tr
n
a
applic informatio
ck
feedba
Product delivery
to home country
(184
attractions)
Voice
GPS
Hotels
Attractions
Departure of Foreign Travelers
Shops
i-Tourism Application
Foreign
traveler
Download Travel
Taiwan App to
the smartphone
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Shopkeeper
Smartphone return and billing
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13. Welcome to Taiwan
yoyo@just.edu.tw
klin@qmu.ac.uk
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14. Planning
Travel Information Collection
Foods
Attractions
Accommodations
Taiwan Travel
Taiwan Travel
Information Web
Information Web




Attraction Ａ
Attraction Ｂ
Hotel Ａ
Event Ａ
Taiwan Events
APP
http://taiwan.net.tw/
Information
Information
Collection
Collection
Tour Taiwan
APP
Travel Gears
Travel Gears
Taiwan Travel
Taiwan Travel
Calendar
Calendar
Attraction Wish List
Attraction Wish List
Events
http://eventaiwan.tw/
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15. Planning
Travel Taiwan Information Website
http://taiwan.net.tw/
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16. Mobile APPs (Before Travel):
找餐飲 找景點
找住宿




Attraction Ａ
Attraction Ｂ
Hotel Ａ
Event Ａ
Tour Taiwan
APP
臺灣觀光資訊網
臺灣觀光資訊網
Taiwan Events
APP
資料
資料
搜集
搜集
Attraction Wish List
Attraction Wish List
找活動
Travel Gear
Travel Gear
臺灣觀光年曆
臺灣觀光年曆
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17. Itinerary Planning System (Before Travel):
Input search
Input search
topics
topics
Key word : Taipei 101
Users
Users
Website
Website
login
login
Days
:
Day Tour
Topic
:
Topic Trip
President’s Office
President’s Office
Itinerary advice
Itinerary advice
Suggested Tours
Taipei City Day Tour
Taipei Food Day Tour
Taipei Cultural Day Tour
Accommodations
National Museum of
National Museum of
History
History
Users can freely add
Users can freely add
attractions,
attractions,
accommodations and foods
accommodations and foods
Taipei Longshan Temple
Taipei Longshan Temple
Add as users
please.
Huaxi Street
Huaxi Street
Tourism Night
Tourism Night
Market
Market
Attractions
Foods
Multipurpose and sharing of
Multipurpose and sharing of
planning outcomes
planning outcomes
Share on social
networks
Print
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Download APP
to smartphone
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18. Travel Taiwan Calendar Web (Before Travel):
http://eventaiwan.tw/
Travel Taiwan Calendar
http://eventaiwan.tw/
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19. Itinerary Planning System (Before Travel):
Itinerary Planning Prototype System
Itinerary Planning Prototype System
traaa@gmail.com Hello User
Set Itinerary User-defined Itinerary
Set Itinerary User-defined Itinerary
1
2
CKS Memorial Hall
1. Users select the
1. Users select the
linear itinerary
linear itinerary
advised by the
advised by the
system
system
Attraction
Attraction
Description
Description
Photo
Photo
Public
Public
Transport
Transport
Car
Car
Fengjia Night Market
Photo
Photo
Attraction
Attraction
Description
Description
3. Map location
3. Map location
2. Public transport
2. Public transport
information
information
Share to Facebook
Share to Facebook
Print
Print
Save
Save
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20. Tour Taiwan App
(Before Travel):
16,000 entries Location-based Service (LBS)
Attractions, accommodations, foods, travel service centers, police stations,
hospitals, parking lots, gas stations, train stations and other public transport stations
Chinese and
Chinese and
Direction Guide Path Planning
Direction Guide Path Planning
English versions
English versions
AR
AR
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21. Taiwan Events App
(Before Travel):
Tourism Bureau, MOTC
Tourism Bureau, MOTC
Tourism Information
Tourism Information
Database
Database
Tourism Bureau, MOTC
Tourism Bureau, MOTC
Taiwan Events Database
Taiwan Events Database
Integrate
Event
Info
Tourism Bureau, MOTC
Tourism Bureau, MOTC
Time for Taiwan
Time for Taiwan
Database
Database
Chinese and English Versions of
Smartphone App
LBS
 Download and search for travel
calendar events and nearby travel
information.
 Combine with auto GPS function
to provide the latest local travel
information.
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22. Experiencing ： Stay connected
1
Low-priced or free Wi-Fi service
Low-priced or free Wi-Fi service
…
…
How to get
Wi-Fi?
Passport
Registration
Free access ID
2
• Airport guide
• Accommodation
guide
• Discount info
• AR guided tour
Travel
Service
Center
Ticket to Taiwan ++Wi-Fi Service
Ticket to Taiwan Wi-Fi Service
Arrival of foreign
travelers
Mobile or Pad
Download by
travelers
Active provision
Tourism
Cloud
Tour Taiwan Taiwan Events
APP
APP
Wi-Fi Discount Certificate:
A18F9J2FGI
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23. Experiencing ： Smartphone
Rental
Where to rent
a
smartphone??
Foreign travelers
in Taiwan
Rent
OK
Travel Service
Center
Tour Taiwan App
Taiwan Events App
Free Telecommunication
Companies
Preload
Preload
travel
travel
information
information
Phone bill
Phone bill
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24. Experiencing:
Over-the-counter application for iTaiwan Wi-Fi at all local travel
service centers, including account registration and service activation.
1. Application for a My
e-Government account
Attendants
6. Provide
registration service
3. Complete the
service application
form
2. Assign an
attendant and IP.
Tourist Service Center
(Contact)
TBROC
Window
5. Activate the
account and IP
Accept
4.
iTaiwan system
Approval
administrator Provide
1. List of attendant accounts
2. List of accepted IP
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Reject
24

25. Real-time Transportation Service
Call Center
Call
0800-011-765
Taxi
TAXI
Traveler
Airport
Taxi
Driver
TAXI
Hotel
Hotel Pickup
Taiwan Tourist Shuttle
Event Info
MRT
Taiwan
Tourist
Shuttle
Bus
Temporary
Maintenance of
MRT Bannan
Line
Attractions
Taiwan Tourist
Shuttle Leaflets
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26. Transportation Real-Time
Information Services
1.
2.
3.
4.
Traffic & Transportation Information Center Web
Freeway Traffic Info
E-Bus System
Taiwan Tourist Shuttle
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27. Attraction Information Search
• Smartphone guided tour platform (app)
 Tour Taiwan app download: 474,453 times
• Kiosks (55) (travel service centers)
• QR code: Introduction and guided tour (184 attractions)
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28. Airport Departure Guide
1. Airport guide using NFC/QR code/Wi-Fi LBS (already available in
Terminal 2) to save trouble for transit passengers.
2. Guide for immigration and boarding service, airport facility search, and
local bus information to enhance airport service quality (already started in
Terminal 2).
3. Search for and notify the passengers who are not yet on board (future
planning).
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29. Shopping before Departure
• Information about Airport shopping guide and
shop location is provided.
Tasa Meng service
Tasa Meng service
counter
counter
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30. Travel Records and Sharing
Photo sharing
Recorded by app
Attraction and
accommodation rating
Travel notes
sharing
• Social networks
• Blogs
• Publish travel notes and share
photos on Facebook, Twitter,
Plurk, etc.
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31. atabase Service Expansion:
Tourism Database Expansion
Tourism Database Expansion
Tourism Event Database Application
Tourism Event Database Application
Tourism Database
Tourism Database
V 1.0
V 1.0
Events Info
Events Info
Mobile
Networking
Visitors
Active event information
for
travelers through Tour
Taiwan App.
(5) Major traffic jam info
…
Event Content Expansion
Event Content Expansion
(1) MOC: Performances; shows
(2) TBROC: Travel Taiwan
Calendar
(3) Accessible Facilities (toilets)
(4) Attraction congestion alert
Active Information Provision
Traffic congestion, airport
shutdown, ship cancellation, etc
information on long holidays for
the reference of travelers.
…
(1) Private Sectors: Biz info
(2) Theme parks
(3) Private Sectors: Sale info,
gourmet foods
LBS
LBS
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32. Guide +
Description of
Tour:
Outdoor Tour Guide
Satellite
Nature Tour
Theme Park Tour
LBS
City Tour
Indoor Tour
Guide
Incorporate indoor and
outdoor voice tour guide
through the applications of
QR Code and RFID
Museum
Art Exhibition
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33. From Tourism Database to Tourism
Information Cloud:
Added value to the providers of application services.
Record
Read
Cloud Computing
Collect visitor preferences, attributes and needs for
visitor behavioral pattern analyses (CRM) and
service customization.
Improving tourism
database hardware
Traffic and
transportation
database
Attraction …
Event
Tourism
Accommodations
Foods Database
Transform
databases
into clouds
Web
Database
…
Sources
Ministries and Commissions, Local Governments, Tourism Board and Administrations
CPA, CPAMI, MOC, SAC, VAC, HAC, MOE, CIP, and local tourism bureaus.
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