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

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

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2

Analysis and design of prototype software, based on web technologies

4

Design of the investigation instrument

Analysis of the data

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Architectural model and technological advicing

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

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

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

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

Example of mashup

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

Example of mashup

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

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

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

Our proposal

Real-time analysis

Real-time analysis

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

Current prototype

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Embeddable questionnaire

Analytics dashboard

Planned holiday via email

Implementation fully done by Delta System

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

Contacts

Ivano Malavolta

Gran Sasso Science Institute

+ 39 380 70 21 600

iivanoo

ivano.malavolta@gssi.infn.it

www.ivanomalavolta.com