Understanding the visitors of Croatia

1. The
Croatian
tourist! v
An enigma or
not?

2. Project proposal

3. Create an innovative platform that
will help understand and provide a
more complete picture of tourist visits
in Croatia by collecting, analysing and
creating meaning from the digital
traces they leave behind.

4. How?

5. Universe of information
The world is connected. Technology is
everywhere and all the time. Every single second
billions of photos, videos, text and other content
is uploaded on the internet. This is a huge
amount of information.

6. Wi-Fi
+v
People are constantly posting to social networks and the web, using Wi-
Fi signal, paying with mobile phones for different services (public
transport, parking, etc), phone usage, sms, credit cards
(restaurants, atm’s, etc).

7. This creates a universe of acessible
data that can be analyzed and
understood
The universe The internet

8. Identify attractive regions
Hotspots
 How does one region/city compare to another?
 What are the patterns among tourists of different nationalities
 Which regions are underdeveloped, which overdeveloped?

9. Understand visitor flow and tourist
dynamics
Areas of concentration
Points of interest
Popular routes
Where do tourists come from and where do they go next? Where are the
foreigners, where are the locals? What do they like or dislike? Where is
culture art? Where are the spendings (credit cards)?

10. Canada
Texas
Brasil
Understand where they’re from and
where they might be going next

11. Methods
Analysis & Interpretation
Data collection
Visualization
• Georeferenced • Spatio temporal • Creating meaning
photos, social network analysis, geographica from the
activity, Wifi usage, GSM l analysis, identifying
usage, Taxi distribution, seasonal opportunities, comple
network, Public ities, correlations, etc menting other
transport, etc. research etc.

12. Process – Florence example

13. General benefits
1. Identify where do tourists come from and where do they go next?
Where are the foreigners, where are the locals? Where are the
parties? Where is culture/art? Where are the spendings (credit
cards)?
2. Define significant areas of attention and points of interest across
different sociodemographics (i.e. how important is Pulska Arena to
Germans on a Monday afternoon?)
3. Understand different aspects of mobility and travel such as visitor
flow (entering and leaving), identifying popular routes, infering travel
purposes etc.
4. Quantify the movements between certain attractions and cluster
tourist routes in a city
5. Detecting the distinct patterns of mobility among groups of
tourists of different nationalities.

14. Particular benefits
1. Urban planners and local authorities
– pattern of inflow and outflow of people from the city evacuation
support, emergency management crowd management
– public transport management: What is the current demand for public
transportation?
– mobility analysis and forecasting: Where is traffic piling up? How many
people are there in a given area
2. Businesses
– customizing and tailoring services (or advertising) to different target
audience - for example if you know who populates different parts of the
city at different times
– reallocation of existing service infrastructures What are hottest spot in
town right now?
– marketing and city advertisement: How many people will look at that
billboard?

15. Particular benefits
1. Government and cultural institutions
– rescheduling of monuments opening times
– tailoring marketing communicaton (flyers, city-lights, etc)
– Adapt existing strategies to better suite the actual situation
2. Tourism researchers
– complement existing research and fill in the missing information in better
understanding and interpreting tourism results
– provide open access to others in order to research (i.e.
hotels, camps, restaurants etc)

16. Digital Traditional
analysis Analaysis (surveys)
Data is dynamic, and Data is static and provides
updated by the visitor only a one-time snapshot
automatically
Lower costs: Higher costs:
Comparisson
New information does not New information requires
require new surveys, and new surveys, and a lot of
little human resources human resources
Captures information such Does not capture
as visiting time, frequencyof information such as
visitis, density, etc time, frequency, density etc.
Information is objective and Information is subjective
reflects the real situation. (sometimes people answer
how they think they are
expected to)

17. www.interfaceqlinic.com
gasper@interfaceqlinic.com