Embed Size (px)
Citation preview
David W. HsiehDirector General
Tourism Bureau, TBROC, MOTC
Touch Tourists’ Heart via Seamless Integration of Mobile Technology— Taiwan Tourism Bureau Case —
Yulan Y. YuanAssistant Professor
Travel ManagementJinwen University of Science and
Technology
Eric Kuan-wen Lin Secretary
Cross-Party-Group on TaiwanThe Scottish Parliament
ENTER 2014
Tourists want to escape, to relax, to explore, to learn, to feel amused and to reduce risks that lead to a wide range of information needs.
The task for Taiwan Tourism Bureau is to provide easy access and organized information available to tourists to satisfy those needs
2
Touch Tourists HeartsTouch Tourists Hearts
ENTER 2014
Aim: Convenient and powerful ICT applications as a feature
to enhance the value of tourism products and services.
Objective: Integration of tourism information and ICT application
services before, during and after travel on mobile devices and broadband applications.
3
eFriendlinesseFriendliness
ENTER 2014
2 Governmental Units-Tourism Bureau-Ministry of Transportation and Communications
13 Governmental Units -Science and Technology Advisory Group of Executive Yuan;-Industry Bureau of MOEA;-Small and Medium Enterprise Administration of MOEA;-Department of Industrial Technology, MOEA;-Industrial Technology Research Institute, etc.
4
Different Mind Sets
Tourism Service Development IT Development
ENTER 2014
Efforts but Little Collaborations
5
Tourism Service Development IT Development
e-Taiwan;m-Taiwan; u-Taiwan; ICT747;I236;i-living;
Challenge 2008:Major Tourist Attraction Construction Medium-Term Plan;Project Vanguard for Excellence in Tourism
2003
2008
ENTER 2014
Collaboration• Forming a task force to unify efforts across
governmental units to integrate ICTs into tourism services.
6
Transportation and Travel Promotion Working Group
ENTER 2014
Changes in Tourism Management
Tourism service and infrastructure
ENTER 2014
Travel Context
Pre-consumptionPre-consumption ConsumptionConsumption Post-consumptionPost-consumption
Planning;Expectation-formation;
Decision-making;Transactions;Anticipation
Connection;Navigation;
Short-term decision-making;
On-site transactions
Sharing;Documentation;
External memory;Re-experiencing;
Attachment
Planning ExperienceExperience ReminiscenceReminiscence
ENTER 2014
Travel Stages and ICTs
9
Internet
(Facebook, Twitter)
Wi-Fi, 3G
PC PCMobile, Pad
Eq
uip
men
tC
han
nel
Ap
plication
• Trip sharing• Trip records• Pictures
• Guided tour• GPS• AR• Shopping
Data Storage• Itinerary planning• Hotel booking• Transportation
Internet
ENTER 2014
Higher fairs and complicated procedures
Mobile Networking
3G
Roaming
Wi-Fi
Higher fairs
Lower fair and much easier to apply
Integration of Current Wi-Fi Hotspots
Visitors use mobile phones to get travel information
10
Internet Access is a Human Right
ENTER 2014
Integration of Mobile Technology
11
Tourism Website
Voice Guided Tour Service GIS Map
Search
360°/720° Virtual Reality
QR-Code
Smartphone Travel
Free WiFi
Tour TaiwanTour TaiwanAPPAPP
Taiwan Events Taiwan Events APPAPP
ENTER 2014
ICT TogetherICT TogetherInnovation + Innovation +
Additional ValueAdditional ValueComplete, Real-timeComplete, Real-timeStatic and Dynamic Static and Dynamic
InformationInformation
Mobile Information Mobile Information Service and ApplicationService and Application
Travel ServiceTravel ServiceQuality ImprovementQuality Improvement
12
HotelsAttractions
Shops
Foreign traveler
Shopkeeper
Smartphone return and billing
Departure of Foreign Travelers
Download Travel Taiwan App to the smartphone
Product delivery to home country
i-Tourism Application
Travel Scenario Method: Before, During and After Travel
Record, analysis, and
application of travel
feedback information
aa QR codeKiosks
Tourism GIS ApplicationAugmented Reality (AR)
3D Tourism AP System
55
(184 attractions)
Data GPSWi-Fi
Voice
ENTER 2014 14
Attraction Wish ListAttraction Wish List
AttractionＡ AttractionＢ HotelＡ EventＡ
Tour Taiwan APP
Taiwan Events APP
Information Collection
Information Collection
Travel GearsTravel Gears
Taiwan Travel Calendar
Taiwan Travel Calendar
Taiwan Travel Information Web
Taiwan Travel Information Web
Events
Foods
Accommodations
Attractions
PlanningTravel Information Collection
http://taiwan.net.tw/http://taiwan.net.tw/
http://eventaiwan.tw/http://eventaiwan.tw/
ENTER 2014
Planning
15
Travel Taiwan Information Website http://taiwan.net.tw/
ENTER 2014
臺灣觀光年曆臺灣觀光年曆
臺灣觀光資訊網臺灣觀光資訊網
找活動
找餐飲
找住宿
找景點
16
Tour Taiwan APP
Taiwan Events APP
資料搜集資料搜集
Travel GearTravel Gear
Mobile APPs (Before Travel):
AttractionＡ AttractionＢ HotelＡ EventＡ
Attraction Wish ListAttraction Wish List
ENTER 2014
Download APP to smartphone
Share on social networks Print 17
Website login
Website login
UsersUsers
Key word : Taipei 101
Topic : Topic Trip
Days : Day Tour
Input search topics
Input search topics
Suggested Tours
Taipei City Day Tour Taipei Food Day Tour Taipei Cultural Day Tour
Itinerary adviceItinerary advice
President’s OfficePresident’s OfficeNational Museum of
HistoryNational Museum of
History
Users can freely add attractions,
accommodations and foods
Users can freely add attractions,
accommodations and foods
Taipei Longshan TempleTaipei Longshan Temple
Huaxi Street Tourism Night
Market
Huaxi Street Tourism Night
Market
Add as users please.
Attractions
Foods
Accommodations
Multipurpose and sharing of planning outcomes
Multipurpose and sharing of planning outcomes
Itinerary Planning System (Before Travel):
ENTER 2014
Travel Taiwan Calendar Web (Before Travel):http://eventaiwan.tw/
18
Travel Taiwan Calendarhttp://eventaiwan.tw/
ENTER 2014
Itinerary Planning Prototype SystemItinerary Planning Prototype System [email protected] Hello User
Itinerary Planning System (Before Travel):Itinerary Planning System (Before Travel):
3. Map location3. Map location
Set ItinerarySet Itinerary User-defined Itinerary User-defined Itinerary
PhotoPhoto
CKS Memorial Hall
Attraction DescriptionAttraction
Description
1 2
PhotoPhoto
Fengjia Night Market
Attraction DescriptionAttraction
Description
PrintPrintShare to FacebookShare to Facebook SaveSave
Public Transport
Public Transport CarCar
1. Users select the linear itinerary advised by the
system
1. Users select the linear itinerary advised by the
system
2. Public transport information
2. Public transport information 19
ENTER 2014
Tour Taiwan App Tour Taiwan App (Before Travel):(Before Travel):
20
16,000 entries Location-based Service (LBS)
Attractions, accommodations, foods, travel service centers, police stations, hospitals, parking lots, gas stations, train stations and other public transport stations
ARARPath PlanningPath PlanningDirection GuideDirection GuideChinese and English versions
Chinese and English versions
Taiwan Events App Taiwan Events App (Before Travel):(Before Travel):
21
Tourism Bureau, MOTC Time for Taiwan
Database
Tourism Bureau, MOTC Time for Taiwan
Database
Tourism Bureau, MOTCTourism Information
Database
Tourism Bureau, MOTCTourism Information
Database
Tourism Bureau, MOTCTaiwan Events DatabaseTourism Bureau, MOTCTaiwan Events Database
Integrate
Chinese and English Versions of Smartphone App Download and search for travel
calendar events and nearby travel information.
Combine with auto GPS function to provide the latest local travel information.
Event Info
LBS
ENTER 2014
22
Wi-Fi Discount Certificate:A18F9J2FGI
How to get Wi-Fi?
Travel Service Center
Passport Registration
Free access ID
Mobile or Pad
Arrival of foreign travelers
Low-priced or free Wi-Fi serviceLow-priced or free Wi-Fi service
Ticket to Taiwan + Wi-Fi ServiceTicket to Taiwan + Wi-Fi Service
1
Tourism Cloud
Active provision
Download by travelers
Tour TaiwanTour TaiwanAPPAPP
• Airport guideAirport guide• Accommodation Accommodation
guideguide• Discount infoDiscount info• AR guided tourAR guided tour……
Taiwan Events Taiwan Events APPAPP
Experiencing ： Stay connected
2
ENTER 2014
Experiencing ： Smartphone Rental
23
Where to rent a
smartphone??
Foreign travelers in Taiwan
Tour Taiwan AppTour Taiwan AppTaiwan Events AppTaiwan Events App
Travel Service Center
Rent OK
Preload travel
information
Preload travel
information
Phone billPhone bill
Free Telecommunication Companies
ENTER 2014
Experiencing:
24
Over-the-counter application for iTaiwan Wi-Fi at all local travel service centers, including account registration and service activation.
1. Application for a My e-Government account
6. Provide registration service
3. Complete the service application
form
2. Assign an attendant and IP.
Tourist Service Center(Contact)
TBROC Window
RejectiTaiwan system administrator
5. Activate the account and IP
4.Approval
Accept
Provide1. List of attendant accounts2. List of accepted IP
Attendants
ENTER 2014
Real-time Transportation ServiceService
25
TAXITAXI
Taxi
Hotel Pickup
Taiwan Tourist Shuttle
HotelAirport
Call 0800-011-765
Traveler Driver
Call Center
Taiwan Tourist Shuttle Leaflets
Attractions
TAXITAXI
Taxi MRT
Taiwan Tourist Shuttle
Bus
Temporary Maintenance of MRT Bannan
Line
Event Info
ENTER 2014
Transportation Real-Time Information Services
26
1. Traffic & Transportation Information Center Web
2. Freeway Traffic Info
3. E-Bus System
4. Taiwan Tourist Shuttle
ENTER 2014
Attraction Information Search
27
• Smartphone guided tour platform (app) Tour Taiwan app download: 474,453 times
• Kiosks (55) (travel service centers)• QR code: Introduction and guided tour (184 attractions)
ENTER 2014
Airport Departure Guide
28
1. Airport guide using NFC/QR code/Wi-Fi LBS (already available in Terminal 2) to save trouble for transit passengers.
2. Guide for immigration and boarding service, airport facility search, and local bus information to enhance airport service quality (already started in Terminal 2).
3. Search for and notify the passengers who are not yet on board (future planning).
ENTER 2014
Shopping before Departure
29
• Information about Airport shopping guide and shop location is provided.
Tasa Meng service counter
Tasa Meng service counter
ENTER 2014
30
Attraction and accommodation rating
Photo sharing
Travel notes sharing
• Social networks• Blogs• Publish travel notes and share
photos on Facebook, Twitter, Plurk, etc.
Recorded by app
Travel Records and Sharing
ENTER 2014
31
Tourism Database V 1.0
Events Info
Tourism Database V 1.0
Events Info
(1)(1) MOC: Performances; showsMOC: Performances; shows(2) TBROC: Travel Taiwan
Calendar(3)(3) Accessible Facilities (toilets)Accessible Facilities (toilets)(4) Attraction congestion alert
(5)(5) Major traffic jam infoMajor traffic jam info
…
Tourism Database ExpansionTourism Database Expansion Tourism Event Database ApplicationTourism Event Database Application
LBSLBS
Even
t Content E
xpan
sion E
vent C
ontent Exp
ansion
Mobile Networking
Active Information ProvisionActive Information Provision
(1) Private Sectors: Biz info(2) Theme parks(3) Private Sectors: Sale info,
gourmet foods…
Traffic congestion, airport shutdown, ship cancellation, etc information on long holidays for
the reference of travelers.
Active event information for
travelers through Tour Taiwan App.
Visitors
Database Service Expansion:
ENTER 2014
Guide + Description of
Tour:
32
Outdoor Tour Guide
Indoor Tour Guide
LBS
Nature Tour Theme Park Tour
City Tour
Satellite
Museum Art Exhibition
Incorporate indoor and Incorporate indoor and outdoor voice tour guide outdoor voice tour guide
through the applications of through the applications of QR Code and RFIDQR Code and RFID
ENTER 2014
From Tourism Database to Tourism Information Cloud:
33
Cloud ComputingCloud ComputingCollect visitor preferences, attributes and needs for
visitor behavioral pattern analyses (CRM) and service customization.
Transform databases into clouds
Added value to the providers of application services.
Record
Read
Traffic and transportation
database
Tourism Database
AttractionAttractionEventEvent
AccommodationsAccommodationsFoodsFoods
…
WebDatabase
…
Improving tourism database hardware
Sou
rces Ministries and Commissions, Local Governments, Tourism Board and AdministrationsMinistries and Commissions, Local Governments, Tourism Board and Administrations
CPA, CPAMI, MOC, SAC, VAC, HAC, MOE, CIP, and local tourism bureaus.
