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Online presence of Tourismusverband Innsbruck
STI Innsbruck, University of Innsbruck
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Overview
• Introduction• Semantic annotations• Multi-channel communication
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INTRODUCTION
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The Crazy Hotelier
HOTEL RECEPTION
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customerThe Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing
The Hotelier of today has to deal with many different communication channels:
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The Crazy Hotelier
HOTEL RECEPTION
The Hotelier doesn’t only have to deal with an overwhelming number of communication channels, but also has to pay up to 15% sales commissions to the booking sites!
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The Crazy Hotelier
HOTEL RECEPTION
-> 40 million overnight stays-> 3 billion € transaction volume-> 70 million € sales commission
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Overview of channels
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In addition …
• Direct marketing for touristic service providers (e.g. hotels) has failed
• Most touristic service providers nearly fail completely on using web technologies (vocabularies, semantic formats, google, interactivity, widgets, direct bookability and social media presence):– they are either not using them at all– or using them only minimally and mostly
inappropriately
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Uptake of state-of-the-art on-line technolgies for Hotels
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Uptake of state-of-the-art on-line technolgies for Booking Channels
See more details in our empirical analysis study on the online presence of the touristic accommodation industry: http://oc.sti2.at/results/presentations/uptake-analysis-vocabularies-and-semantic-formats-hotel-domain
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SEMANTIC ANNOTATIONS
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Semantic Web
• “The Semantic Web is an extension of the current web in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”T. Berners-Lee, J. Hendler, O. Lassila, “The Semantic Web”, Scientific American, May 2001
Semantic Web:•Contents have well-defined meaning.• Backbone: formal ontologies allowing agents to draw automatic conclusions.
• Web Data Annotation– connecting (syntactic) Web objects, like text chunks, images, … to their semantic notion (e.g., this image is about
Innsbruck, Tourismusverband Innsbruck is a tourism association)• Data Linking on the Web (Web of Data)
– global networking of knowledge through URI, RDF, and SPARQL (e.g., connecting my calendar with my rss feeds, my pictures, ...)
• Data Integration over the Web– seamless integration of data based on different conceptual models (e.g., integrating data coming from hotels and events
in a region or city)
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Ontologies
formal, explicit specification of a shared conceptualization
commonly accepted understanding
conceptual model of a domain (ontological
theory)
unambiguous terminology definitions
machine-readability with computational semantics
Gruber, “Toward principles for the design of ontologies used or knowledge sharing?” , Int. J. Hum.-Comput. Stud., vol. 43, no. 5-6,1995
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Tourism Ontology
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Example hotel information item acco:Hotel
gr:name: Hotel Rotes Wildschwein
gr:description: Romantik Wellness Hotel in the Tyrolean Mountains
schema:geo: 47° 16' 0" North, 11° 24' 0" East
acco:size: 56 (rooms)
acco:occupancy: 98 (persons)
acco:occupancyAdults: 95 (adults)
acco:occupancyInfants: 3 (infants)
acco:petsAllowed: yes
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Semantic annotations
Vocabularies are schemas for information description of various areas People businesse, eCommerce and general: Linked Data cloud.
Formats are languages which can be described in ontologies.
RDFa-Lite
The Semantic Web requires semantic annotations, eg using RDF in Web pages. Can be interpreted as content that would otherwise be understood only by people, even for machines.
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Semantic annotations
• Semantic labels within documents for the Semantic Web.
• Used to support:– Advanced searching (e.g. concept)– Information Visualization (using ontology)– Reasoning about Web resources
• Converting syntactic structures into knowledge structures
• Use as many vocabularies and formats as possible for a stronger online presence
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Semantic annotations
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MULTI-CHANNEL COMMUNICATION
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Efficient and Effective Online Communication
• Solve the obstacles in online communication by mechanizing important aspects of these tasks, and therefore offer a scalable, cost-sensitive, and effective online dissemination solution.
• Introduce a layer on top of the various internet based communication channels that is domain specific and not channel specific.
Information modeldefines the type of information items in the domain
Information modeldefines the type of information items in the domain
Channel modeldescribes the various channels, the interaction
pattern, and their target groups
Channel modeldescribes the various channels, the interaction
pattern, and their target groups
Weavermappings of information items to channels
Weavermappings of information items to channels
Communication Patternsreusable templates for management of
communication
Communication Patternsreusable templates for management of
communication
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Channel Model
Information Model
Efficient and Effective Online Communication
Branch specific conceptsBranch specific concepts
Collect feedback+
statistics
Web 3.0/Mobile/Other
LODPress releases + Ads
Web/Blog
Distribute content
Social Web
Weaver
Comm
unication Patterns
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Efficient and Effective Online Communication
• The information model defines the type of information items relevant for the project dissemination.
• The channel model describes the different channels, their interaction patterns and the target groups.
• The weaver is responsible for mapping of information items to the appropriate channels.
• The communication patterns facilitate the management of online interactions, providing reusable mechanisms for response and operation.
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Channels
• Relevant channels for Tourismusverband Innsbruck– Wikitravel– Wikipedia– Lonleyplanet– Tripadviser– Holidaycheck– google Hotelfinder– google Map– vimeo– google+– Blog– instagram– Linkedin– Picasa
– My space– Delicious– Yelp– Tripwolf– squidoo– Foursquare– Twitter– Facebook– youtube– Booking.com
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Architecture
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Architecture
One package per user(packagename == uuid)
One package per user(packagename == uuid)
One content mapping per dacodi Channel(lookup by unique, full channel name)
One content mapping per dacodi Channel(lookup by unique, full channel name)
No polling by the WeaverNo polling by the Weaver
Either publish directly, or put in a „suggested“ category which the user can approve
Either publish directly, or put in a „suggested“ category which the user can approve
Same user credentials in dacodi and Guvnor
Same user credentials in dacodi and Guvnor
Use dacodi as the main user interfaceUse dacodi as the main user interface
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Weaver
• Rule engine
• Rule editor
• Dissemination GUI
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Rule engine
• Business Rule Management System from Jboss i.e. Drools
• In fact a production rule system• Implemented in Java • Based on enhanced Rete algorithm
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Rule editor
• Drools Guvnor as rule editing system• GUI for communication expert
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Rule editor
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Dissemination GUI
• Harvests contents from PD homepage• Allows selection of items to be published• Allows selection of rules that fire• Publishing history
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Dissemination GUI – Publishing
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• data and content dissemination– easy publication of information in multiple
channels– collection of feedback and analysis of impact– engagement with customers on different
channels
dacodi
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dacodi
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• Facebook– multiple media types
• Twitter– multiple media types, very limited channel (140 chars)
• LinkedIn• Flickr
– images
• YouTube– videos
Supported platforms
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Content transformation and preview before publishing
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Publishing
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Publishing
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Feedback collection
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1. Semantic annotations– Defining the ontologies
Events, Hotels, Restaurants and Attractions.– Using the ontology to annotate content– Implementation of automatic annotation (Feratel -> Typo3)– Evaluation
2. Definition of publication patterns for ontologies– Selecting channels– Selection of ontological entities– Definition of publication rules– Evaluation
3. Workplan Jannuary - Juni 2014
Project Plan
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Questions?