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MSc in Technologies for Human Communication

Redesigning the Ticino Destination Information System Master’s Thesis of Lorenzo Ghini 08-989-253


Literature review

Research Methodology

Development of the project

Discussion and Conclusions

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Pre consumption – Consumption Post consumption  Pre-consumption phase includes the decision processes involved before the holiday / travel

 Consumption phase is the completion of the experience  Post consumption phase mark-out the end of the travel experience and the beginning of the sharing stage.

Preconsumption

Lorenzo Ghini Master Thesis presentation

Consumption

Post Consumption

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CRS – GDS and Internet

 Computer Reservation Systems (1970s)

 Global Distribution Systems (1980s)  The internet penetration

GDS

Lorenzo Ghini Master Thesis presentation

Travel Agents

Tour Operators

Destination

Tourists / Visitors

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ICT and Touristic Organizations

Intra - Organizational Communication and functions

Inter Organizational Communication and functions

Management

Pre travel Arrangements

Communication between departments

Travel related documentation

Communication and functions with branches

Post travel arrangements

“…a substantial reduction of costs for the organization, a better knowledge management and an increased speed and rapidity of all functions (Buhalis, Jun, 2011)” Lorenzo Ghini Master Thesis presentation

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Destination Management Organization

 Destination Categories - Urban, alpine, seaside, rural, Authentic, unique

 Destination Products - Accommodation, gastronomy, events, etc..  Destination travellers - Business travelers and leisure travelers  Destination Marketing - Above the line and below the line

 Destination strategies - Price management or value creation

“Destination is a geographical region, political jurisdiction, or major attraction, which seeks to provide visitors with a range of satisfying to memorable visitation experiences (Bornhorsta et al., 2008)” Lorenzo Ghini Master Thesis presentation

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Ticino Tourism DMO

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Destination Management System Public Sector

Investor

Travel A.

Tour O.

Visitors

Suppliers

Data

Data market

Data

Data

Fruition of

Data

interaction

and diffusion

interaction

interaction

information

interaction

Structured data

Destination Management System

“..a collection of computerized information, interactively accessible, about a destination" (Buhalis, Spada, 2000)� Lorenzo Ghini Master Thesis presentation

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Ticinoinfo Destination Information System

Ticinoinfo DIS

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Literature review

Research Methodology

Development of the project

Discussion and Conclusions

7/24/2012

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Structural and architectural analysis

 Architectural Analysis (software engineer meeting)

 Entity – Relationship database structure reconstruction (reverse engineering process)  Single tables and field structure recognition

Entity_Name1

Entity_Name2

Property

1

Property

2

Property 3

Lorenzo Ghini Master Thesis presentation

Relationship

Property

1

Property

2

Property 3

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Quantitative and qualitative analysis

Quantitative analysis  Step 1: Identification of the total number of the elements in the entities  Step 2: Entities distributions of the elements  Step 3: Numerical allotment of the elements in database archive

Qualitative analysis  Use of MiLE+ method (quality of information heuristics: accuracy, currency, coverage, content objectvity, authority, conciseness, text errors)  Total of 150 database elements analyzed  Linguistic criteria (italian content) - Random selection - 1 to 4 grade scale Lorenzo Ghini Master Thesis presentation

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Case studies analysis

 Tiscover Project

 World-market leader in 2006 with over 2,000 DMO customers  Switzerland Tourism DMS  Destination Management System of Switzerland destination

 Tandem Project  Platform to present destination-related information “content-to-go” for integration into third-party websites

Lorenzo Ghini Master Thesis presentation

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Requirements engineering

 Identification of stakeholders (Critical, important and minor for the project)

 Personal interviews to selected client stakeholders  Online Survey to supplier stakeholders  Identification of goals - AWARE method (calculated matching the importance of stakeholder with the benefits in the accomplishment of each goal)

 Identification of requirements (calculated as a result of the importance value of each requirement for the fulfillment of each goal)

Lorenzo Ghini Master Thesis presentation

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Literature review

Research Methodology

Development of the project

Discussion and Conclusions

7/24/2012

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Architectural analysis Tomcat Sites

Tomcat Sites

Tomcat Web Services «Session Bean Client»

Tomcat Web Services «Session Bean Client»

 The two Tomcat have a correspondence with public websites  Jboss is an application server multiplatform that supports Java

Jboss + Hibernate

Cluster

Jboss + Hibernate

 The structure of tables is managed by Hibernate (Object Relational Mapping)

 Database 1 duplicates data authomatically in database 2

Data replication

Database 1

Lorenzo Ghini Master Thesis presentation

Database 2

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Structural analysis AlpineHutitems

Commonitems

Hotelitems

Restaurantitems

Campgrounditems

Eventitems

ITEM

Businessitems

Offers

Farmhouseitems

Dancingitems

Houseitems

Organizeritems

YouthHostelitems Lorenzo Ghini Master Thesis presentation

BBItems

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Quantitative analysis – Major results  The majority of hosted elements in database are Events (72.30% out of the total)  “Common” is the second most important item of database (12.46%) Item Event Farmhouse Hotel Common Bed and Breakfast Business Campground Alpine Hut Holiday House Discotheque Organizer Offer Hostel Restaurant Tour item total Lorenzo Ghini Master Thesis presentation

Number of files 47.732 105 841 8.229 126 250 47 116 2.986 82 1.333 601 113 3.200 262 66.023

% 72,30 0,16 1,27 12,46 0,19 0,38 0,07 0,18 4,52 0,12 2,02 0,91 0,17 4,85 0,40

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Quantitative analysis – Item distribution  Event is the most relevant item (72%) of the entire database  28% is represented by all the other items Organizers Discoteques

Restaurant Special Tour Hostels Offers

Holiday Houses Alpine Huts Campgrounds Business Bed and Breakfast

Common

Hotels Farmhouses Events

Lorenzo Ghini Master Thesis presentation

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Qualitative analysis – Major results ďƒ˜ Approximately half the elements (45%) have been evaluated as insufficient while 20% barely sufficient

24%

Quality Level - Total Very Good

45%

Quality Level - Total Good Quality Level - Total Sufficient 11%

Quality Level - Total Insufficient

20%

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Qualitative analysis – Heuristics average ďƒ˜ The blue line inserted in the graphic shows how 5 out of the 7 heuristics are insufficient (above score 3) 4 3,5 3 2,5 2 1,5 1

0,5 0 Accuracy

Currency

Lorenzo Ghini Master Thesis presentation

Coverage

Content Objectivity

Authority

Text Errors

Multimedia consistency

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Case study analysis

Case study

Major advantages

Switzerland Tourism

1.

Workflow approval of information

2.

Multichannel opportunities

1.

Diffusion of data

2.

Portable export format of data

3.

Integration in third party websites

1.

Multichannel data diffusion

2.

eMarketing power

TANDEM Project

Tiscover Project

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RE – One to one interviews  “There are two lines of text for each event”  “The quality of the database is quite poor, there are many things that should be modified”  “I wish we will abandon GPS tracks route itineraries or adopt a different technology where we can control and modify tours”  “The editing and the creation of the attributes to assign to each element must be made ​more flexible”  “We must define clear and identifiable roles .. If I delete an apartment all interested parties should be informed”  “It must be clear the time for update, create and drop an element from a database site”  “Each year ticinoinfo sa takes the latest house brochure and updates throughout. Efforts should also be decentralized, because the ETL have closer contact with suppliers”  “We need to make a regular export of email addresses and send notifications to facilities for updating their data”

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RE – Online Survey step 1

Question

Outcome

1) Category of tourism facility

The majority of the answers arrived from hotel (26%) and Holiday Houses (16%)

2) How do you evaluate your knowledge degree of new technologies?

75% of respondents believe to have a degree of knowledge of new technologies between sufficient and very good

3) Do you lean on external services for your communication / promotion or online selling?

Regional, national and local Destination Management Organization in the online communication and promotion is perceived with minor importance respest to OTA

4) How is important the Web for your activity?

52% defined the web between important and very important while a high rate (33%) defined it as critical for the existence of the structure.

Lorenzo Ghini Master Thesis presentation

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RE – Online Survey step 2

Question

Outcome

5) Did you know your tourism facility is on ticinoinfo sa database?

69% of interviewed do not know to have their data on ticinoinfo sa database

6) Would you like to manage content of your tourism facility on ticinoinfo sa database?

Half of the people directly consulted (49%) liked the possibility to manage the content

7) What kind of content would you like to add to your tourism facility on ticinoinfo sa database?

Suppliers would like to adopt images and promotional documentation (58%)

8) Would you like to make online promotion of your tourism facility (on ticinoinfo sa database) over the web?

46% of the people answered yes, they do like to make online promotion of their structure

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RE – Critic Stakeholders

 AGR (Arti Grafiche Rezzonico) - Events entity supplier  ETT (Ente Turistico Ticinese) / DIS data distribution entity - Regional DMO  Tinext SA - Technological partner ticinoinfo sa  Ticinoinfo sa - DIS owner  Hotelleriesuisse Ticino - Hotel category association

 Lorenzo Ghini - Online manager ticinoinfo sa  Alessandro Inversini - Director ticinoinfo

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RE – Critic Goals

Critic Goal – Over 100 Score Ranking Description Absolute Score 1 GOAL 3: Simplify in a more User friendly perspective the 119 Administrative Client 2/3

GOAL 6: Improve the quality level of database

2/3

GOAL 2: Program a database structure able to follow the 118 evolution of the tourism industry

4

GOAL 4: Readapt the structure of every single item to the 115 modern tourism industry

5

GOAL 10: Decentralize the working effort to suppliers of 105 single destinations

6

GOAL 11: Increase the impact of the Regional destination 103 information system on online communication and promotion activities of suppliers

Lorenzo Ghini Master Thesis presentation

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RE – Critic Requirements Critic Requirements – Priority Level 1 – Score over 55 Requirement number

Requirement Description

Absolute score

33

Reorganize User roles and privileges enhancing flexibility (prepare for future modifications)

72

7

Drop the current Administrative desktop application Client building a Web application for back end and front end administrative access by client and suppliers stakeholder

71

4

Build a modular structure open to the attachment of different functionalities to make diverse use of data

68

30

Drop the current DIS multimedia management system and substitute with a modern DAM (Digital Asset Management)

61

34

Distinguish between authors (people that can edit / write on DIS) and publishers (people that can approve / publish on DIS)

58

24

Create a Workflow approval process for data validation (Switzerland Tourism example)

57

39

Connect the Ticino Regional DIS to online communication channels for data source (Ticketcorner, Interhome / eDomizil, Capanneti.ch, Bnb.ch, Agriturismo.ch, STC channel manager) and data distribution (Gadmin / STnet, Online Tour Operators, Online Travel Agencies)

57

48

Build a system for Content Syndication (TANDEM example) allowing supplier’s 57 stakeholder content subscription and integration of content packages (data subsets) in subscriber’s websites

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Literature review

Research Methodology

Development of the project

Discussion and Conclusions

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Discussions and future developments

1. A modern DIS have to be conceived in a “work in progress�, modular and scalable perspective, leaving a broad space of interventions for further developments 2. Designers and developers need to take into account all levels and the entire complexity of a destination management organization avoiding to consider the DIS only a source of information 3. The requirements founded during the research will provide an evolution of the current DIS in a modern DMS 4. The requirements identified are now being developed (first part of ticinoinfo sa current project) 5. Mobile market, eMarketing solutions and social media integration will be developed in the second part of ticinoinfo sa database project redesign

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Redisigning the Ticino Destination Information System  

Presentation of Master Thesis

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