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eTourism and Heritage Tourism

Presentations by prof. dr. Lorenzo Cantoni at the Master "Gestion des Sites culturels et naturels et Valorisation Touristique (GSVT). Paris1 - Panthéon-Sorbonne (Paris, France).

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eTourism and Heritage Tourism

  1. 1. eTourism March 16th & 24th, 2015 Université Paris1 Panthéon-Sorbonne Master «Gestion des Sites culturels et naturels et Valorisation Touristique (GSVT)» prof. Lorenzo Cantoni Università della Svizzera italiana (USI Lugano, Switzerland) UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites IFITT – International Federation for Information Technologies and Travel & Tourism lorenzo.cantoni@usi.ch ¦ @lorenzocantoni
  2. 2. AGENDA eTourism ¦ Online Communication Model ¦ content quality ¦ usability eTourism and heritage tourism ¦ webanalytics ¦ [online promotion] Two major challenges
  3. 3. ICT IN TOURISM EXPERIENCE/SECTOR Pre Getting there [and back] During Post
  4. 4. OCM: ONLINE COMM. MODEL
  5. 5. Cluster Pillar/ Element Outline Description Relevant communication issues Main issues in web2.0 Things I pillar Contents and function alities It includes all contents and services provided, their structure and features  Information quality  Information architecture  Semiotic code choice  Formats/styles of web writing (new ‘literary genres’)  Online service design  Intercultural communication/Local- ization  Communication benchmarking  Arguments’ design  Ethics of/in communication User Generated Contents (UGC) II pillar Accessibi lity tools and publicati on outlet It includes everything that is needed to make available the elements belonging to the first pillar: hardware, software and human computer interface. It also includes the choice of where to publish such elements, be it an owned media (e.g.: a corporate website), an earned one (e.g.: a Facebook page), or a paid one (e.g.: a paid campaign hosted by a third party).  Online communication strategy (incl. evaluation of adequate publication outlet)  Human Computer Interface/Interaction  Usability and User Experience  Earned media  Multimedia in its fullness
  6. 6. Persons III pillar People who manage online contents and services It includes all involved people having a stake in the publication of contents/services: from those who have the idea, up to those who design, develop, implement, test, maintain, promote, evaluate it, not to forget those who interact with users.  User requirements’ engineering/elicitation  Organizational Maturity when it comes to online communication  Training in relevant communication issues (see all other pillars)  Always on (mobile)  Accessing info + meeting people (library + public square)IV pillar People who access online contents and services It includes all people who access published messages. In fact, in the so-called web2.0, users do become quite easily publishers – while producing UGC: User Generated Contents – so to blur the border in-between pillar III and IV, and to co-create the online representation of companies, institutions etc.  Human Computer Interface/Interaction  Usability and User Experience  Online promotion  Usages’ analysis (webanalytics) Context V element Information competitors All global communication players that are likely to be accessed by users interested in a given topic/issue.  Reputation in online media  Online image  Communication benchmarking
  7. 7. ASSESSING CONTENT QUALITY Accuracy ¦ authority ¦ currency ¦ objectivity ¦ coverage
  8. 8. USABILITY See ad-hoc presentation: http://goo.gl/iEAoAW
  9. 9. Widen access Increase ownership and promote interpersonal encounters Enrich visit experience Dis- intermediate (some) relationships Upgrade knowledge / skills in MSMTE FIVE MAIN AREAS OF INTERVENTION FOR ICT
  10. 10. SOME REFERENCES 12 aims of sustainable tourism, 2005, UNWTO & UNEP United Nations Conference on Trade and Development, UNCTD 2005 UNWTO Sustainable Tourism for Development Guidebook 2013 D. Buhalis, R. Owen, D. Pletinckx, 2009, Information communication technology applications for World Heritage Site management, in a. Leask, A. Fyall, Managing World Heritage Sites, Elseiver, 2009 Milne S., Ateljevic I, 2001, Tourism, Economic Develoment and the global-local nexus: theory embracing complexity, Tourism Geographies, 3 (4), 369-393. Ali A. Frew A.J., 2009, ICT and sustainable tourism development: an analysis of the literature, HITA Conference 2009 UNESCO chair @ USI tot. 12 aims ST 2005 UNCTD 2005 UNWTO ST4D Guidebook 2013 BUHALIS- OWEN- PLETNICKX 2009 MILNE & ATELJEVIC 2001 FREW 2000 ALI & FREW 2009 ENRICH VISIT EXPERIENCE 5 1 not exp. 1 1 1 not exp. 1 WIDEN ACCESS 4 0 1 not exp. 1 not exp. 1 1 INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS 3 1 1 1 not exp. 0 0 not exp. DIS-INTERMEDIATE (SOME) RELATIONSHIPS 3 0 1 1 0 1 0 0 UPGRADE KNOWLEDGE / SKILLS IN MSMTE 3 not exp. 0 not exp. 1 1 1 not exp.
  11. 11. #1: WIDEN ACCESS _1 Access information and share experiences online E.g.: videos ¦ websites ¦ …
  12. 12. #1: WIDEN ACCESS _2 E.g.: Latin America
  13. 13. #1: WIDEN ACCESS _3 E.g.: 129 African WHSs: 24 dedicated websites
  14. 14. #1: WIDEN ACCESS _4 E.g.: Portugal UNESCO
  15. 15. #1: WIDEN ACCESS _5 E.g.: France UNESCO
  16. 16. #2: ENRICH VISIT EXPERIENCE _1 • While onsite: mobile access ¦ location based services (LBS) ¦ augmented reality (AR) ¦ multiple voices ¦ … • The case of mobile apps – July 2013, on iTunes apps for 140 out of 981 WHSs • 70 Europe, 41 Asia, 13 North America, 6 South America, 5 Africa, 3 Oceania, 2 Central America • 99 cultural, 36 natural, 5 mixed • 47 sites had more than one app – WHS and/or UNESCO logo present in 12.2% and 11.3% of apps • explicit reference to world heritage in 56.5% ¦ year of inscription: 31.3% ¦ specific sustainability hints: 9.6% ¦ actual reason of inscription: 7.8% ¦ UNESCO and its 1972 Convention: 4.4% Schieder, T. K., Adukaite, A., & Cantoni, L. (2014). Mobile Apps Devoted to UNESCO World Heritage Sites: A Map. In Information and Communication Technologies in Tourism 2014, pp. 17-30
  17. 17. #2: ENRICH VISIT EXPERIENCE _2 E.g.: Patrimonio Ticino Lessons learned: Open source ¦ no data roaming ¦ clear statement on Outstanding Universal Value ¦ responsible/sustainable tourism ¦ joint forces ¦ CSR
  18. 18. #3: INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS _1 Digital StoryTelling ¦ informal learning ¦ gamification ¦ sharing economy ¦ … E.g.: Whacy (play it! www.whacygame.org/retosa) Lessons Learned: collab. ¦ informal learning + empowerment ¦ gamification ¦ 100k+ students involved ¦ FB campaign: 3’250+ likes ¦ RETOSA homeSacredTreeofAmbohimangaRova(Madagascar). PicturebyMaminirinaRadiferaRanaivoson
  19. 19. #3: INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS _2 Listening to Online Travel Reviews E.g.: Saint Paul Outside the Walls (Rome, Italy) DeAscaniis,S.,&Cantoni,L.(2013).Artisticandreligious experiencesinonlinetravelreviewsonSaintPauloutsidethe walls(Rome).ProceedingofICOT2013,InternationalConference onTourism,Lymassol,Cyprus,5-8June,pp.160-173
  20. 20. #4: DIS-INTERMEDIATE (SOME) RELATIONSHIPS Distribute info ¦ support communication and promotion ¦ … E.g.: www.ilhademocambique.org (collab. ¦ local involvement ¦ MSMTE) E.g.: www.olgasproject.com (from NGO’s to tourism communication) Co-Design of eTourism Application. The Case of Ilha de Mozambique By Salomao David and Lorenzo Cantoni Download PDF Communicating Tourism Sustainability Online. The Case of Victoria Falls World Heritage Site. By Maria Garbelli, Asta Adukaite and Lorenzo Cantoni Download PDF
  21. 21. #5: UPGRADE KNOWLEDGE/SKILLS eLearning ¦ Open Educational Resources (OER) ¦ MOOCs ¦ … E.g.: elearning.ticino.ch ¦ www.elearning4tourism.com
  22. 22. FIVE MAIN AREAS OF INTERVENTION FOR ICT Everybody Locals Tourists Tourism players Widen access Enrich visit experience Increase ownership and promote interpersonal encounters Dis-intermediate (some) relationships Upgrade knowledge / skills in MSMTE
  23. 23. TWO MAJOR CHALLENGES / OPEN QUESTIONS Not being able to get lost + being pampered Elastic relationship between ordinary and travel time
  24. 24. www.unescochair.usi.ch prof. Lorenzo Cantoni Università della Svizzera italiana (USI Lugano, Switzerland) UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites IFITT – International Federation for Information Technologies and Travel & Tourism lorenzo.cantoni@usi.ch ¦ @lorenzocantoni

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