tourism of tomorrow digital transformation: market insights · yehliu geopark . preamble ... taiwan...
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Tourism of Tomorrow
Digital Transformation: Market Insights
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Angus M Robinson, Managing Partner, Leisure Solutions®
SEGRA 2017, 26 October 2017
Yehliu Geopark
Preamble
This session will look at a number of key issues relating
to attraction promotions, interpretive information for
visitors, and the opportunities that might arise of
industry co-ordination and collaboration particularly as
they relate particularly to Local Tourism Organisations
and Visitor Information Centres, but also more broadly to
marketing, digital technology and the visitor experience.
This session will also discuss a regional case study and
share the learnings for other regions.
But first, some insights based on a very recent visit to
China and Taiwan.
Insights from the Greater China Region
Taiwan’s VZ Smart Tourism Platform
Review of a Smartphone Tour Application Pilot,
also from Taiwan (2009)
Take Aways
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www.vztaiwan.com 「智慧觀光」或「 VZ TAIWAN」
VZ Taiwan:Front-end Systems
Source: VZ TAWAN, Institute for Information Industry, Taiwan
Before During After
VZ TAIWAN’s Comprehensive Services
Easy Access to Information
Profound Travel Experiences Recording
Mechanism
• Trip Planning
• Multilingual Presentation
• Ticket Booking and Pre-ordering
Cross Industry Collaboration
• O2O&IOT Business
• Hands-Free Shopping (Payment & Logistic Integration)
Personal Mobile Guide
• Travel Route Optimization
• Real-time Navigation
• Blogs and AR Stories
SMB News and Information
• Analyze Social Network Trends
• Analyze Joint Marketing Results
Crowd sourcing
• Content Generation & Sharing on Social Networks
Travel Information Collection
【Collect, Manage & Analyze Data】 【Establish SMB Value Chain】 【Match Business Channels】
Offering solutions for travelers and businesses which cater to travel needs BEFORE,
DURING and AFTER trips.
Source: VZ TAWAN, Institute for Information Industry, Taiwan
On-boarding
VZ TAIWAN Platform Architecture
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Featured Services
Info Inte-gration
Smart Analytics
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Cross-platform Support
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Social Network
Weather, traffic, arts events, culture, facilities Spots, activities, food, hotel, shopping Collect social sharing record
VZ TAIWAN Platform
Recommendation
Customer segmentation, Preference analytics
Planning & Scheduling
Simulation , decision and execution of conditions
Story Telling
Media-analytic, social analytics, text mining
Key Aspects: BEFORE, DURING and AFTER trip
• Real-time, interactive, heterogeneous tourism information integration • Thematic tourism information introduction with multi-lingual support
• Smart Matching & O2O personalized SoLoMo-Based Services • Social media connectivity & Story-Telling” Services
Multi-travelling Purposes support
Multi-device support
Backpackers.Individuals.Business travelers… Web, APP, Kiosk, Electronic billboards…
Government & Open Data
Private business onboarding
Source: VZ TAWAN, Institute for Information Industry, Taiwan
Queen’s Head, Yehliu Geopark
Pilot Project Overview - 2009
SuperGIS Mobile Tour Pilot - 2009
With GIS and GPS technologies integrated, the
tour guide information services will be provided
promptly.
Introduction to Functions
Creation of the tour routes
Selection of tour route
Auto-narrating service
Tour guide tools
Scenic spot query tools
Map browsing tools
GPS orientation and navigation
Fig.4: Applying Multi Media in Electronic Tour Guide System
Query the Scenic Spot etc,
but not what visitors really wanted!
Tapping the icons of the scenic spots will reveal the pictures and descriptive texts.
Take Aways
Primary functionalities of available smart phone
technologies for tourists are certainly
Offering solutions for travelers & businesses which
cater to travel needs BEFORE, DURING and AFTER
trips - the implemented VZ Taiwan Platform.
Taking photos of highlights of scenic areas and
sites, AND NOT necessarily
High level, natural/cultural feature interpretation!
Take Aways (continued)
Outdoor scenic areas are not museums and interpretation
technologies used in museums may not always work in an
outdoor setting.
Pilot projects need to be carefully undertaken to
determine how digital technologies can best work for
functionalities beyond sophisticated tour planning.
The Australian tourism industry needs to understand that
visiting tourists from North Asia are now accustomed to a
digital platform which is currently unavailable in
Australia.
And From Mainland China
The country’s online payment system, Alipay and the
universal use of QR Codes has provided Chinese
consumers with a payments functionality which has leap-
frogged payment card based systems and positions China
as a technology leader in consumer e-commerce.
Chinese tourists will be looking to access information and
services through their smartphones using the QR code
system.
Contact Details
Tel: + 61 418 488 3400
http://www.leisuresolutions.com.au/index.php/geotourism-industry-groups/
Information about Australian Geotourism and Geopark Development Activities:
https://tinyurl.com/yb7yceyh