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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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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
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
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
!
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
www.ivanomalavolta.com