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Mashups and web analytics to enhance, promote and improve tourism offers 25 September 2014 Museo delle Genti d’Abruzzo

Mashups and web analytics to enhance, promote and improve tourism offers

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Slides of the talk I gave the 25th of September 2014 about the activities I coordinates at the University of L'Aquila (Italy) in the context of the Tur.n 2.0 industrial project.

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Page 1: Mashups and web analytics to enhance, promote and improve tourism offers

Mashups and web analytics to enhance, promote and improve tourism offers

25 September 2014

Museo delle Genti d’Abruzzo

Page 2: Mashups and web analytics to enhance, promote and improve tourism offers

Our role in the project

Identification and analysis of SNS and communication methods used by international regions and tour operators

Benchmarking social communication initiatives developed in other spheres

1

2

Analysis and design of prototype software, based on web technologies

4

Design of the investigation instrument

Analysis of the data

+

Architectural model and technological advicing

Page 3: Mashups and web analytics to enhance, promote and improve tourism offers

Goal of our research

To propose

•  enhancing regional tourism offers, by linking supply and demand

•  promoting the region, offer or package by integrating with other portals and websites

•  being of particular use for a region like Abruzzo

•  building an advanced aggregation localization mechanism for online tourism information

•  to build new models for (online) trust and reputation towards tourism offers

A new model for mapping regional tourism offers with the aim of developing promotion and analysis of the Italian tourist market

Page 4: Mashups and web analytics to enhance, promote and improve tourism offers

More technically…

We propose an intelligent platform that is able to integrate with existing tourism-related Web portals in order to:

Enhance and promote the offer

Analyse and understand the demand

Page 5: Mashups and web analytics to enhance, promote and improve tourism offers

More technically…

We propose an intelligent platform that is able to integrate with existing tourism-related Web portals in order to:

Enhance and promote the offer

Analyse and understand the demand

MASHUPS

ANALYTICS

Page 6: Mashups and web analytics to enhance, promote and improve tourism offers

Mashups

When data and information from various sources integrated in order to provide new features and services on a single graphical interface

Data

Web services

RSS feed

Platform APIs Mashup

application

Single graphical interface

Page 7: Mashups and web analytics to enhance, promote and improve tourism offers

Example of mashup

http://www.di.univaq.it/malavolta/turn/demo/index.php

Page 8: Mashups and web analytics to enhance, promote and improve tourism offers

Example of mashup

http://www.di.univaq.it/malavolta/turn/demo/index.php

Page 9: Mashups and web analytics to enhance, promote and improve tourism offers

Web analytics

The measurement, collection, analysis and reporting of Web data for purposes of understanding and optimizing Web usage

http://www.londes.com/analytics

Analysis target

Page 10: Mashups and web analytics to enhance, promote and improve tourism offers

Our proposal

A platform to map and promote (Web) services related to a given area’s tertiary sector

The platform allows to:

Access a set of customized and up-to-date tourism offers by theme (such as transport, accommodation, and activities)

Propose touristic services to a specialized set of potential tourists, and analyze relevant trends in their behaviour

Potential tourist Tour and service operator

Page 11: Mashups and web analytics to enhance, promote and improve tourism offers

Our proposal

Real-time analysis

Real-time analysis

Page 12: Mashups and web analytics to enhance, promote and improve tourism offers

Features of interest

•  End users have a new channel tool for planning their holiday by getting always-up-to-date touristic information

•  End users can access touristic information in a seamless, integrated, and consistent manner

•  Tour operators can instantly promote their new offers and services

•  Tour operators can continuously understand and analysize the behaviour of their customers, like what they are looking for, their buying trends, their preferences

The platform is:

•  Non-intrusive à can be included in any existing website

•  Extensible à new data sources and questions can be added on demand

Page 13: Mashups and web analytics to enhance, promote and improve tourism offers

Current prototype

!

Embeddable questionnaire

Analytics dashboard

Planned holiday via email

Implementation fully done by Delta System

Page 14: Mashups and web analytics to enhance, promote and improve tourism offers

Next steps

•  Refine the prototype into a full-fledged product

•  Add new performance indexes for potential tourists

•  Study in details a potential business model supporting the platform –  the platform has been designed to support a dedicated business model

•  Integrate new data sources –  for example: Trip Advisor, Booking, Facebook, etc.

•  Promotion across the nation and scalability assessment

Page 15: Mashups and web analytics to enhance, promote and improve tourism offers

Contacts

Ivano Malavolta

Gran Sasso Science Institute

+ 39 380 70 21 600

iivanoo

[email protected]

www.ivanomalavolta.com