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Oportunidades de innovación en la

movilidad de Des4nos Turís4cos Inteligentes

Aurkene Alzua Execu've Director

[email protected]

2 Source: European Commission

GLOBAL CONTEXT New mobili'es New Framework compe''on

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•  93.000 daily flights all over the world

•  50 millions p/km annually in the EU (mari'me)

•  400 millions p/km annually in the EU (railway)

•  500 millions de p/km annually in the UE (bus)

GLOBAL CONTEXT New mobili'es New Framework compe''on

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GLOBAL CONTEXT New mobili'es New Framework compe''on City-‐Regions

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•  The popula'on of people connected to the Internet is growing 150% faster than world popula'on

THE WAY WE ACCESS TO THE INTERNET HAS CHANGED

GLOBAL CONTEXT CYBER-‐PHYSICAL CONVERGENCE New Framework compe''on City-‐Regions

•  The popula'on of people connected to the Internet is growing 150% faster than world popula'on

THE WAY WE ACCESS TO THE INTERNET HAS CHANGED

•  87% of travellers use the Internet for travel planning •  62% researched an upcoming trip •  43% read reviews from other travellers •  31% watched travel video

One billion of the world popula'on (1/7) is using a Smartphone. •  70% changed their face book status while on holidays •  52% changed their original travel plans •  50% of travel companies agreed that bookings were coming

from social media •  46% checked in loca'on •  33% changed their hotel •  85% of leisure travellers use smartphones •  30% used mobile apps to find a hotel •  29% used mobile apps to find air deals •  15% have downloaded apps specific for their coming holidays

TECHNOLOGY-‐MEDIATED LIFEWORLD

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•  The present 'me has been recognized as an technology mediated world, with compu'ng and communica'on en''es interac'ng among themselves, as well as with users.

•  Real-‐world components interact with cyberspace thus driving towards the Cyber-‐Physical World (CPW) convergence, adap'ng human behaviour and social dynamics (Con' et al., 2012)

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A New World is emerging as a Smart World, converging the Cyber, Social, and Physical Domains.

Business and des'na'ons need the wholly new development principles, policies, processes, and objec'ves: sustainable world strategies, comprehensive planning, integrated models, and globally effec've

solu'ons..

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World will be different in 2020 year

The way people will travel, the ci'es, the territory, the interac'ons, the services and the companies will be different

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In the context of the growth of the mobility importance, ci'es will reach a bigger prominence. The key territories will be the ones which will be able to design places in order to become the ideal scene for new life style. In these design and building processes of the territory or Placemaking, it is about the meaning and importance of the places the ci'zens and users have. Places that facilitate the undertaking and human growth.


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GLOBAL CONTEXT New mobili4es New Framework compe''on City-‐Regions

•  New Tracking Techologies •  Augmented Tracking Techologies

•  Not only log the posi'on •  Detec'ng the ac'on

Log posi'on Log “cultural space” Log “consump'on” …


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• People are empowered to express, share, create, consume, and organize informa'on in a new manner

• The advance of internet and the new technology-‐mediated world, has significantly changed and even transformed the structure of tourism value chain.

•  It not only affects the choices available to the consumer, but also the business models and marke'ng strategies adopted by the various channel par'cipants, stakeholders.


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A Tourism Des+na+on is said to be Smart when it makes intensive use

of the technological infrastructure provided by the Smart City in order

to: (i) enhance the tourism experience of visitors by making them aware

of both local and tourism services and products available to them at the

des@na@on and (ii) by empowering des@na@on management

organiza@ons, local ins@tu@ons and tourism companies to make their

decisions and take ac@ons based upon the data produced in within the

des@na@on, gathered, managed and processed by means of the

technology infrastructure

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A new and exciting approach to tourism research.

CICtourGUNE

LOOKING TOWARD THE FUTURE 4 TRENDS 6 AREAS OF ACTIVITY SERVICES IN THE CLOUD 10 THE HOTEL OF THE FUTURE 12 THE VISITOR OF TOMORROW 14 LIVING LAB 16 DIGITAL BEHAVIOUR 18 COMPETITIVE INTELLIGENCE FOR TOURISM 20 HIGHLIGHTS 22 CICtourGUNE 24

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A new and exci4ng approach

to tourism research and

human mobility in the new Age of Social Science

•  Measurement tools are strongly linked to technological development

•  There is a need to develop a more efficient ways of collec4ng data

•  The depth of the measurement depends on the available technology •  Macro Level (1980-‐2000)

•  Examines a discrete secuence of movement among tourist loca'ons, loca'ons which can be some distance apart

•  Micro Level (2000-‐un4l now) •  Movement is seen as a con4nuous process •  The sequence of movements can be represented accurately as a

collec'on of spa'al points

Observa'onal methods • Hartman 1988

No Observacional Methods • Pearce 1988 • Debagger 1991 • Fenell 1996 • Thornton 1997

Tracking Technologies • McKercher 2004 • Lau and McKercher 2007 • Shoval 2007 • Shoval and Isaacson 2012 • …

Open Data

1980 1990 2000 2012

Macro analysis Micro Analysis

McKercher 2005 Rein Ahas 2006/07 Shoval 2009

No secuences Secuences

Mul'day Shova 2008 A.A Lew 2002 Xia 2010-‐11 Ling Chen 2010 A.O’Connor 2005 Gigi Lay 2006 ….

New technological paradigm




Open Data • New Paradigm

1980 1990 2000 2012





Tradi'onal technics

•  Research focused primarily on the flow of visitors between des'na'ons

•  Macro level

•  Few subna'onal informa'on

•  Space-‐'me diaries •  Systema'c recording of space and 'me •  Requires the individual ac've par'cipa'on in the data

capture process. •  Subjec4ve process




Open Data

1980 1990 2000 2012





Towards a new paradigm •  The technology advances in the field of

digital systems, such as GPS tracking devices, have opened a new research field within the tourism discipline.

•  Micro level •  GPS devices, combined with space-‐'me

analysis techniques facilitates a be`er understanding of the visitors’ behaviour diversity.

New technological paradigm




Open Data

1980 1990 2000 2012





Secuence Aligment •  Method of sequence alignment as a tool for analyzing

the sequen'al aspects within the temporal and spa'al dimensions of human ac'vi'es.

Space Time simula'on Models •  Agent-‐based simulators allow managers to develop

spa'ally explicit simula'ons of current tourist movement panerns

Con'nuous route panern mining •  This algorithm can tolerate the different disturbances in

real routes and extract the frequent panerns

Semi-‐Markov •  Semi-‐Markov processes can be used to predict the

probability of movement panerns, given that we know the 'me spent at each anrac'on

•  It is more important than ever to measure in order to MODEL and ANTICIPATE, so that we can adjust bener the new compe''on

•  Macro •  Micro

•  We should measure performance because it might be helpful to achieve specific managerial purposes or policies:

•  to evaluate, •  monitor, •  budget, •  mo'vate, •  celebrate, •  learn •  and improve.

APPTRACK aims to measure, analyze, monitor visitors mobility

¿Cómo funciona?

Mobile SDK module GIS server Analy4c web module

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apptrack •  GIS apptrack visualiza4on

•  Heat Maps •  Cluster Maps

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apptrack •  Big Data

•  Data filtering in Real Time

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apptrack •  Compara4ve visualiza4on of different moments of the day

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It is able to track users anonymously and record different aspects of their space and services consump'on panerns

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Results can be filtered and visualized in different ways

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Semana Grande

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apptrack •  Data visualiza4on

•  Repor'ng in real 'me

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apptrack •  Data visualiza4on

•  Repor'ng in real 'me

Case Study July – Sep 2013 •  Apptrack embedded into a tourism app of Donos'a-‐San

Sebas'án

•  More than 175.000 records stored

•  18 geographical areas iden'fied

•  Posi'on data stored every 2 min

Descrip4ve sta4s4cs of the data stored •  Sample size: 622

•  247 users with more than 15 geo-‐points (30 min) •  205 users with more than 30 geo-‐points (1 h) •  183 users with more than 60 geo-‐points (2 h) •  159 users with more than 120 geo-‐points (4 h)

•  61% of total users have less than 15 points

•  388 users without any points within Donos'a – San Sebas'an

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usuarios

Number of ac4ve users in August

•  49 users in first week •  105 users second week •  118 users in third week (Semana Grande) •  72 users fourth week

•  Physical study of mobility by spa'otemporal analysis •  Study of the physiology of mobility through seman'c

enrichment of spa'otemporal data

Lat/long data

Analysis

Spa4o-‐temporal ac4vity detec4on

LOPD

Narra4ves Interpreta4on

POI descrip'on

POI metadata (prices, informa'on, descrip'on, opennin hours )

Contextual augmented informa'on (meaning of the 'me, weather real 'me informa'on,

transport real 'me informa'on )

Emo'onal state, cogni'on and behaviour

Lat/Lng and cartographic

Seman'cally enriched data

Plain Data

Personal inference domain

No Re

al Tim

e Re

al Tim

e

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ACTIVATION OF THE RESOURCES IN THE CITY MULTI-‐PROFILE

CONSUM OF THE TERRITORY

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MEASURIN EMOTIONS: “emo4onmeter”

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iKUScommerce •  iKUScommerce encompasses the measurement, analysis and modeling of consumer flows

•  Understand the phenomenon of the consumer mobility from an innova've approach

•  Spa'o-‐temporal data rela'ng to demographic profiles and mobility pa`erns

•  Iden'fy purchase i4neraries

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•  Improve overall quality data •  reduc'on of data entry error, •  reduc'on of recall bias (esp. for short trips or same-‐day

visits), •  more consistency and harmonisa'on because of the use of

algorithms •  Improved 'meliness •  less collec'ng and processing 'me: near real-‐'me results •  Reduc'on of burden on respondents and administra'ons •  It can be an addi'onal source of informa'on for the system

of tourism sta's'cs (quick indicators) •  Addi'onal indicators to cover exis'ng gaps: flows of non-‐

residents not staying at rented accommoda'ons (VFR, …)

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•  Informa'on previously not available •  Movement panerns of tourists within a geographical area,

detailed regional/des'na'on level, •  Event visits (very small areas), •  Repeat visits (currently, longitudinal or panel data from

surveys is very seldom available), etc. •  predic'on of tourists moving from one anrac'on to another

or the •  route they may choose to follow •  outcomes of the transi'on probability matrix to es'mate the

number of tourists •  Decide on the placement of pathways •  Es'mates to make de “ecosystem or value-‐chain” more

efficient

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PERSONAL CONTEXT BASED INFORMATION AND SERVICES: m-‐Commerce m-‐Marke4ng

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PERSONAL CONTEXT BASED INFORMATION AND SERVICES: m-‐Commerce m-‐Marke4ng

Mo'va'on Emo'onal State

….

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COMPETITIVITY, DESTINATION AND PLACE DESIGN

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KNOWLEDGE INTO ACTION "Innova@ons are not just the results of scien@fic work in a laboratory-‐like environment…this is the excep@on rather than the rule…the causality between science and innova@on has proven weaker than expected…innova@on emerge increasingly in prac@ce-‐based processes based on the ability to interact and build networks with other innova@on agents" (V. Haarmaakopi et al 2008)

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Innova@on and social progress has specific characteris@cs derived by the growing intangibility and informa@on content; and the interdependence between the various technology companies and resources in the des@na@on which are based. The more inclusive intelligence that allows us to bring technology to the crea@on of social and economic model. The integra@on of technological solu@ons in the social and economic context, requires design and facilitate the transi@on processes between different economic and produc@on models.

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Does technology support our needs?

Do we engage in to smart use of technology ?

Moving forward…

NEW UNDESTRANDING NEW APPROACHES: Measurment and modelling of mobilities

SMATER DESTINATIONS COLLECTIVE INTELLIGENCE

CICtourGUNE Coopera've Research Center in Tourism Turismoko Ikerketa Zentro Koopera'boa Centro de Inves'gación Coopera'va en Turismo Donos'ako Parke Teknologikoa Mikeletegi Pasealekua, 71 ·∙ 3. Solairua E-‐ 20009 Donos'a ·∙ Spain Tel.: +34 943 010885 ·∙ Fax: +34 943 010846 tourgune.org

Aurkene Alzua-‐Sorzabal [email protected]

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