Mais conteúdo relacionado Semelhante a Some 25 Years of eTourism as one of my 2018-2019 lectures at the University of Bergamo (20) Mais de Roberto Peretta (20) Some 25 Years of eTourism as one of my 2018-2019 lectures at the University of Bergamo3. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Preconditions to These Lectures
Some25YearsofeTourism.Lecture01,October2,2018 page3
Theselectures’syllabus,aspublishedonthewebsiteoftheUniversityof
Bergamo,requiresthatyoufulfillsomepreconditions.Heretheyare.
Englishproficiency;systematic useofe-mail,webnavigation,social
networking,and mobilecommunication;willingnesstokeepintouchona
professionallevelthroughsocialnetworksand/ore-learningplatforms.
Recognizingthetechnicalnatureofwebnavigation:basicunderstanding of
operatingsystems,communicationprotocolsamongcomputers,andthehtml.
Therefore,theselecturesare takingyourawarenessofoperatingsystems,
communicationprotocolsamongcomputers,andthe html,asgranted.
4. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
IT & Digital
Some25YearsofeTourism.Lecture01,October2,2018 page4
Theselecturesareentitled ITforTourismServices.
ITstandsforInformationTechnology,whichistheuseofcomputerstostore,
retrieve,transmit,andmanipulatedata,orinformation.ITisconsideredtobea
subsetofInformationandCommunicationTechnologies(ICT).
Alldatathatacomputerprocessesmustbeencodeddigitally.
Thewordsabovearequoted fromtheEnglish–i.e.global–editionofWikipedia.
Though Wikipediacannot beconsidered anacademicsource,yourlecturer
stronglybelievesitsglobaleditioncanbequotedinanacademicenvironment
asreasonably astheEncyclopediaBritannica oranyotherfact-checkedsource,
theauthors ofwhicharepublished.
6. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
A Real Wave, and a Digital Wave
page6
TheMP3lossycompressionworksby
reducing(orapproximating)theaccuracy
ofcertain partsofacontinuoussoundthat
areconsidered tobebeyondtheauditory
resolutionabilityofmostpeople.
Thismethodisreferred toasperceptual
coding.Itusespsychoacousticmodelsto
discardorreduceprecisionofcomponents
lessaudibletohumanhearing.
Source: Wikipedia
Some25YearsofeTourism.Lecture01,October2,2018
8. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Mechanical vs. Digital Watches
Amechanicalwatchisanalogueinasmuchastheposition
ofeachofitsthreehands(hours,minutesand seconds)
canrepresent anyoftheinfinitepointsformingthecircle
ofthewatchitself–pointsthatcannotbenumbered.
page8
Inadigitalwatch,
instead, onlythe
figureswhichmakeup
hours,minutesand
seconds areusually
represented–onlythe
86,400moments(24
hoursx60minutesx60
seconds)makingup
theseconds ofaday.
Some25YearsofeTourism.Lecture01,October2,2018
9. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Painting, Photographs, and Pixels
Anoiloncanvas painting,orawatercolour,oratraditional
photograph(aphotographbasedonachemicalfilm)consistsof
aninfinitenumberofpointsinaninfiniterangeofcolours.
Apaintingorachemicalphotographcanbedigitized(scanned,
forinstance)andtranslatedintoa digitalphotowhereits
surfaceisrepresented asdividedintoadiscretenumberof
“points”(usuallysmallsquarescalledpixels).
Eachpixelreproducesonlyonecolour inanavailablerangeof
16,777,216(acombinationof256shadesofred,256ofgreenand
256ofblue–according tothewidelyused RGBcolourmodel).
page9Some25YearsofeTourism.Lecture01,October2,2018
12. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Bits vs. Bytes
Some25YearsofeTourism.Lecture01,October2,2018
Abit(abinarydigit)isthebasicunitofinformationincomputing;
itistheamountofinformationstoredbyadigitaldeviceorother
physicalsystemthatexistsinoneof twopossibledistinctstates.
These maybethe twostablestatesof aflip-flop,twopositionsofanelectrical
switch,twodistinctvoltage orcurrentlevelsallowedbyacircuit,twodistinctlevels
oflightintensity,twodirectionsofmagnetization orpolarization,etc.
Thebyte,instead,isaunitofdigitalinformationincomputingand
telecommunications,thatmostcommonlyconsistsof eightbits.
Historically,abytewasthenumberofbitsused toencode asinglecharacteroftext
inacomputerandforthisreason itisthebasicaddressable elementinmany
computerarchitectures.
page12
1/0
Yes/No
True/False
Thisiscalleda
BooleanDataType.
14. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Digital Is a Revolution, of Course
Some25YearsofeTourism.Lecture01,October2,2018 page14
Sociallyrelevant consequencesofbeingdigital include
InformationandCommunicationTechnologies(ADSL,broadband,Wi-Fi...)
Informationsharing (theInternet,the Web,mobilephones...)
E-mailandSocialNetworkingposts(sentandreceivedthroughtheInternet)
Sharingofmusicandvideos (Mp3,iTunes...)
Digitalhaschanged ourlives.Nonetheless, digitalisinnerlypoorerthan
analogueinasmuchasitconveys asimplifiedmessage.
(This,bytheway,mayimplythatdigitalcommunicationisinvariablypoorer
thanpersonalcommunication.
Let’snotforgetit,whencommunicatingthroughtheInternet.)
15. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Communicating In Person
Thebestwaytocommunicateismeetingsomeoneinperson.
It’stherealthing –uncountableand,ifyouwant,analogue.
Whenyoucallher/himthroughavideophone(or VoIP,like
Skype),youmissatleastthephysicalcontextaroundher/him.
Whenyoucallher/himonthephone,youmissthephysical
context,andyoudon’tseeher/him.
Whenyousendher/himane-mailmessage,youmissthe
physicalcontext,youdon’tseeher/him,andyoudon’tknow
whenandwhereshe/hewillread.
page15Some25YearsofeTourism.Lecture01,October2,2018
16. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Digital Communication
Whenyousendher/himatextmessage,youmissthe
physicalcontext,youdon’tseeher/him,youdon’tknow
whenandwhereshe/hewillread,andyoumustkeepitshort.
Whenpostsomething ontheWeb,youmissthephysical
context,youdon’tseeyouraudience,youdon’t knowwhen
andwhereyouraudiencewillread,youmustkeepitshort,
andyoudon’tknow–orwillknowlittleof–youraudience.
page16
Let’snotforgetallthis,whencommunicatingthroughtheInternet!
Some25YearsofeTourism.Lecture01,October2,2018
17. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Digital Is “poor”, Yet Very Powerful
Weshouldnot,however,forgetthegreat
powerofdigital.
“Poor”communicationandrelationships –
Facebook“friends”arenotnecessarilyfriends
–areparalleledbyanenormousquantitative
increaseincommunication,relationships,
andsocialinfluence.
Fakenews,forinstance,areverypowerful.
Wetalkless,butcantalkto manymorepeople.And candomanymorethings.
imagecredittoMashable
Some25YearsofeTourism.Lecture01,October2,2018 page17
18. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
“Being digital” as a 1995 Book
“Iamoptimisticbynature.However,everytechnologyorgiftofscience
hasadarkside.Beingdigitalisnoexception.
Thenextdecade[1995-2005] willseecasesofintellectual-property
abuseandinvasionofour privacy.Wewillexperiencedigital
vandalism,softwarepiracy,anddatathievery.
Worstofall,wewillwitnessthelossofmanyjobs.[…]
Itishere.Itisnow.Itisalmostgeneticinitsnature,inthateach
generationwillbecomemore digitalthantheprecedingone.
Thecontrolbitsofthatdigitalfutureare more thanever beforeinthehandsofthe
young.Nothingcouldmake mehappier.”
—NicholasNegroponte,MassachusettsInstituteofTechnology(MIT)
Some25YearsofeTourism.Lecture01,October2,2018 page18
20. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Algorythms According to Wikipedia
“Inmathematicsandcomputerscience,analgorithmisanunambiguous
specificationofhowtosolveaclassofproblems.
Algorithmscanperformcalculation,dataprocessingandautomatedreasoning
tasks.Asaneffectivemethod,analgorithmcanbeexpressedwithin afinite
amountofspaceandtimeandinawell-definedformallanguageforcalculating
afunction.
Starting fromaninitialstateandinitialinput(perhapsempty),theinstructions
describeacomputationthat, whenexecuted,proceedsthrough afinitenumber
ofwell-definedsuccessivestates,eventuallyproducing‘output’and
terminating atafinalendingstate.”
page20Some25YearsofeTourism.Lecture01,October2,2018
21. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Can Digital Machinery Learn?
Machinescanbeinstructednotsimplytoproduceoutputs.
Theycanalsobeinstructedtomimichumanintelligence, processingpiecesof
informationinawayreplicatedfromhumanintelligencebutmuchfaster.
Thisisgenerically calledtheArtificialIntelligence(AI).
Forexample,whenFacebookprovidesyouwithadvertisementbasedonwhat
youlookedatbeforehand, orGoogledeliversanswerstoyoursearches which
arebasedonthepagesyoupreviouslyvisited,theseareinstancesofAI.
FacebookandGooglehavelearntfromyourpreviousbehaviourontheNet.
Theiralgorythmshavebeencodedtomakeyouseefirst –oronly–content
thatisclosertoallthatFacebookorGooglehaverecordedyoudidbefore.
page21Some25YearsofeTourism.Lecture01,October2,2018
25. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
A Warning, Just In Case
Some25YearsofeTourism.Lecture01,October2,2018 page25
Onepointshouldbeunderlined,justincase.
Bynowayyourlecturermeansthat numbersare
poor–orevendangerous.
Onthecontrary, numbersareafundamental
component ofscience,whichisessentialfor
anypossibleabilitytounderstandreality.
Onlyconsider thatanyattempttocoderealityin
Booleantermsisnotthesamethingasreality.
E.g.fakenewshavenothingtodowithscience,
exactlyliketheyhavenothingtodowithreality. ApixeledGalileo,byChineseartistAiWeiwei
26. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
IT & Tourism
ThedigitalrevolutionandtheInformationTechnologies
(IT)havehadastrongimpact ontourism.
Traditionaltouroperators,likeTUIorCarlson,andtravel
retailersnolongerdominate thetouristmarket.
Somecallthisprocessdisintermediation.
Thismeansthat today TravelProviders–likeAirFrance,
DeutscheBahn,orAccor–canselltheirtouristservices
andproductsdirectlytofinalcustomers,andnolonger
need traditionalagentsliketouroperators,travel
retailersorticketoffices.
Some25YearsofeTourism.Lecture01,October2,2018 page26
27. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Thisistrue,butit’snotonlyamatterofdisintermediation...
Actually,OnlineTravelAgents(OTAs,orOLTAs)like
Booking.com,Expedia,TripAdvisorandAirbnbdonotsimply
“disintermediate”.
Theynowrunadifferentsortofintermediationbetween
TravelProducersandfinalcustomers.
BigOTAslikeBooking.com,Expedia,TripAdvisorandAirbnb
–thoughspringingfromdiversestories,and adopting
diversemodels–havenowallsucceededin takingthe
placeoftraditional touroperatorsand travelretailers.
Online Travel Agents
Some25YearsofeTourism.Lecture01,October2,2018 page27
29. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Ok, But The Places?
Thiscourse,however,does notdealwiththetouristindustryonly.
Itmainlydealswithtourists,touristplaces,andthe peoplewhoinhabittourist
page29Some25YearsofeTourism.Lecture01,October2,2018
imagecredittoinfinityimmigration.com,BC,Canada
places:thelocals.
Afundamentalroleintourism
isperformedbythewayin
whichlocalsorganizetourism.
Localorganizations which
organize tourismarecalled
DestinationManagement
Organizations(DMOs).
31. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Digital Has Invaded Tourism
Thisinnovationprocessisfastandstillongoing, andwereallydon’tknow
whichnewtechnologies willaffectthetourismworldinthefuture.
Recentinstanceshave
beenUberandAirbnb,
twoDisruptorswhichnow
drivethemarket,but
beganoperationsonly
sevenoreightyearsago.
Tourismhascometobeconsidered aleadinginnovationfield,whichan
aggressiveindustryplatformlikeSkifthasprioritized.SomeSkiftslidesfollow.
Some25YearsofeTourism.Lecture01,October2,2018 page31
35. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
More Needs
Ontheotherhand,digitalhasallowedtouriststo
decidemoreconsciouslywheretogo
knowmoreaboutplaces tobevisited
askmoreneedstobefulfilledbytouristoperators.
Technologicalevolutions,infact,havebeenrelevantnotonly
totouristoperators.
Quitetheopposite:theattitudeoftravelers’behaviourhas
changedconsiderably,too.
Today,touristsneed arangeofinformation before,duringand
aftertheirtravelexperience–andtheysharethisinformation!
imagecredittoTravelers.com
Some25YearsofeTourism.Lecture01,October2,2018 page35
36. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Before, During & After
Todaytripsarenotonlyplannedbeforedeparture,butalso
constantly modified,transformed and remodeledduring
theexperience,dueto
stimuliarisingfromthetripitselfaswellasthanksto
recommendationsofothertourists whohadsimilar
experiencesinthesamedestination,while
datagathered duringthetrip,likephotosandcomments
posted,helpremembering andrethinking afterwards.
Touristdestinationscannowcooperateinaco-creationoftouristexperience.
Some25YearsofeTourism.Lecture01,October2,2018 page36
39. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
The Industry and DMOs
AswesawfromtheSkifthistory, ITandtourismhavelongbeenparalleland
rapidlygrowingphenomena.
page39
Thetourismindustry beganusingITtoimprove
transportation, intermediationandhospitalityshortly
afterWW2.ThoseweretheyearswhenComputer
ReservationsSystems(CRS)–laterGlobalDistribution
Systems(GDS),likeSabreandAmadeus –wereborn.
ThentheInterneterafullystarted(1991-2002),andboththeindustryand
DestinationManagementOrganizations(DMOs)begandevelopingwebsites,in
ordertocommunicatesmoothly withtheirpotentialcustomers.
Some25YearsofeTourism.Lecture01,October2,2018
imagecredittohotelseye
40. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Customer Care & Support
Some25YearsofeTourism.Lecture01,October2,2018
In1991-2002DMOsinvolvedlocalactors–or,rather,
triedtoinvolvelocalactors... –bycentralizingand
distributingtouristinformationandservicesfromvarious
partnersintheirowndestinations’territories.
However,duringthefollowingdecadesoftheInternet
era(2002-today)thechangehasbeenmoreradical.
OperatorsandDMOshaveshiftedfromcreating
technologicalartifacts,likewebsites,tocustomercareand
increased supporttothetourists’decision-makingprocess.
page40
Asalreadyobserved,destinationscannowtry co-creatingthetouristexperience.
41. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Social Media
Some25YearsofeTourism.Lecture01,October2,2018
Wecansaythatfourrecentdevelopmentsrelatedto
theriseoftheInformationandCommunication
Technologieshavecontributedandarestill
contributingtotheshift.
page41
1.Theso-calledWeb2.0andsocialnetworking platforms–
likeFacebook,Twitter,Instagram,orGoogle+,aswellas
communitieslikeFlickr,YouTube,orTripAdvisoritself–have
turnedtheattentionoftouristoperatorsanddestinations (or,
actually,someofthem...)to abetterinteractionwithtourists.
42. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Mobile, GPS, and Broadband
Some25YearsofeTourism.Lecture01,October2,2018
2.Morerecently,mobiledevices(smartphonesandtablets)
haveemergedandconsolidated onaglobalscale,making
highcomputingpowerand constantconnectivityavailable
toawideraudience.Obviously,userstakeadvantage of
theseopportunitiesduringtheirtravelexperience,too.
3.Moreover, smartphonesnow“know”wheretheirowners
arelocated,thankstotheGlobalPositioningSystem(GPS).
4.Inaddition,thefirstyearsinthesecurrentdecadesofthe
Internet erahavewitnessedtheexpansionofhigh-speed
connections, orbroadband.
page42
43. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Social as the Default State
Some25YearsofeTourism.Lecture01,October2,2018
Thesocial networking trend wasidentified(and
denounced)byAndrewKeenasearlyasin2012.
Inhisbook#digitalvertigo hewrotethat
“ThesocialhasbecomethedefaultsettingoftheInternet.”
Now,socialnetworking hascombinedwiththediffusion
ofsmartphones andthespreadingof broadband
communication–increasinglyreleasedthrough Wi-Fi
connectivity–tothepointthatthebasicsituationtobe
consideredbyDMOsandtourismmanagersismobilesocial.
page43
44. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Networks & Big Data
Socialnetworking platforms,smartphones, geopositioning
andwi-ficombinetogenerate hugesetsofdata. Theyare
whatwe’vebecomeaccustomedtorefertoasBigData.
Bigorsmallthat theycanbe,these“bigdata”arenot
homogeneous,andhavedifferentowners.
Yettheycan–theoretically, atleast–begathered,
analyzed, processedbyAI,andused.
BigDatacanbeusedbytourismmanagers–likeyou,too,
maybeinthefuture–tounderstand howusersbehave,try
co-creatingtheirexperience,andinfluencethemtobuy.
Source: Google
Some25YearsofeTourism.Lecture01,October2,2018 page44
46. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Our Program This Year
Ok.Thisisenough,forourfirstmeeting.
Now,let’sconsiderhowandwhenwewilldealwithallthisbeforeChristmas.
NetworksandSocialNetworks:WebPresence
MobilecommunicationandGeopositioning
DataAnalysisand WebReputation
Design:ContentandUsability
Qualityandqualityevaluation
Big-BangDisruptions
YOU
October
November
December>Yourdeliveryofqualityevaluations
Some25YearsofeTourism.Lecture01,October2,2018 page46
47. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Now a Calendar In Detail
01.Today
Some
25Years
ofeTourism
02.Thursday,Oct4
Networks
&SocialNetworks.
WebPresence
04. Thursday, Oct11
Mobile,Smartphones,
Wi-Fi,andApps
03.Tuesday, Oct9
Destinations,
theIndustry,
andPeer-To-Peer
06.Thursday, Oct18
WebReputation:
Likes,Engagement
&Sentiment
05.Tuesday, Oct16
Analytics,Insights,
Cookies,andthe
Disappearing
Privacy
07. Tuesday, Oct23
Design:Content,
Copyright
&CreativeCommons
Some25YearsofeTourism.Lecture01,October2,2018 page47
48. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Approaching the Assessment
08.Tuesday,Oct30
Design:Usability,
Gamification,
Augmented&Virtual
Reality
09.Thursday,Nov1st
Quality,Standards,
Models&Meta-Models.
The7Loci
11.Tuesday,Nov 20
WebPresence
QualityReporting
12.Thursday,Nov22
Big-Bang
Disruptions
andTourism
13.Tuesday,Dec 4
Yourreports’
presentation:
1stgroup
14. Tuesday,Dec11
Yourreports’
presentation:
2ndgroup
15.Thursday,Dec13
Yourreports’
presentation:
3rdgroup
10.Tuesday,Nov13
WebPresence.
A7Loci
Evaluation
Model
Some25YearsofeTourism.Lecture01,October2,2018 page48