smart tourism: where are we now, where are we heading? the consumer perspective
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Smart Tourism: Where are we now, where are we heading? The Consumer Perspective
Dr. Sofia Reino
Institute of Tourism Research (INTOUR)
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A Smart Tourism Definition
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The integrated and coordinated use of (Smart City) technology to facilitate
the effective communication between tourists and destinations with the final
objectives of:
• enhancing the tourism experience, providing them with real-time,
personalised and context-based services/information.
• and empowering destinations to support their strategies, by
facilitating them with the data to support decision-making.
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Smart Technologies
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Smart Technologies
• Sensors that use a mobile application to tell you where there are
parking spaces available
• Flats fitted that care for the elderly by detecting lack of movement
through sensors and automatically reports to social services.
• Counting vehicles in moving traffic to make decisions about traffic
routes.
The Case of Barcelona Smart City
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Smart TechnologiesEndless Possibilities
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Assigning an IP address to any device so that this can send/receive data via the Internet.
Smart Tourism
The Internet of Things
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Smart Tourism
NFCs and QR codes in Barcelona for information to tourists
The Internet of Things
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What does this mean to consumers?
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Privacy concerns
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63% of reasons to opt-out of location sharing do it
due to privacy issues (63%).
Salesforce, 2014
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Consumers preferences re wearable
devices are: privacy, cost, easy to
use and longevity.
PwC, 2014
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Sixty percent of people reported "they felt the
need to switch off" their phones and computers
to get a true break.
Anxiety U.K., 2013
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•The average person spends ca 182 days per year consuming data.
•We only remember 10% of the information that we consume.
•That information overload costs the US economy about 900 billion dollars annually since 2008.
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Conclusion
• Smart tourism is about using technology, in a coordinated and integrated way to
facilitate the effective communication between tourists and destinations…,
• BUT, it is also about
• using at the right time.
• Knowing when to switch it off.
• Rationing the information that we provide.
• Prioritising information.
• Using formats, channels and devices that facilitate information process and that
prevent overload.
• Ensuring transparency on the data collection and usage to reduce concerns
over privacy.
• Increasing battery life.