Redisigning the Ticino Destination Information system
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Redesigning the Ticino Destination Information System
Master’s Thesis of Lorenzo Ghini 08-989-253
MSc in Technologies for Human Communication
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.
Pre-consumption
ConsumptionPost -
Consumption
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CRS – GDS and Internet
Computer Reservation Systems (1970s)
Global Distribution Systems (1980s)
The internet penetration
GDS Travel AgentsTour
OperatorsDestination
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)”
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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)”
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Ticino Tourism DMO
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Destination Management System
“..a collection of computerized information, interactively accessible, about a destination" (Buhalis, Spada, 2000)”
Destination Management System
Structured
data
Public Sector
Data
interaction
Investor
Data market
and diffusion
Visitors
Fruition of
information
Tour O.
Data
interaction
Travel A.
Data
interaction
Suppliers
Data
interaction
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Ticinoinfo Destination InformationSystem
Ticinoinfo DIS
Literature review
Research Methodology
Development of the project
Discussion and Conclusions
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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
Property 1
Property 2
Property 3
Entity_Name2
Property 1
Property 2
Property 3
Relationship
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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
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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
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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)
Literature review
Research Methodology
Development of the project
Discussion and Conclusions
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Architectural analysis
Tomcat Sites Tomcat Sites
Tomcat Web Services «Session
Bean Client»
Tomcat Web Services «Session
Bean Client»
Jboss + Hibernate Jboss + HibernateCluster
Data replication
Database 1 Database 2
The two Tomcat have a correspondence with public websites
Jboss is an applicationserver multiplatform thatsupports Java
The structure of tables ismanaged by Hibernate(Object Relational Mapping)
Database 1 duplicates data authomatically in database 2
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Structural analysis
ITEM
Dancingitems
Restaurantitems
Commonitems
Eventitems
OrganizeritemsHouseitems
YouthHostelitems
AlpineHutitems
Hotelitems
Campgrounditems
Farmhouseitems
BBItems
Businessitems Offers
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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 Number of files %
Event 47.732 72,30
Farmhouse 105 0,16
Hotel 841 1,27
Common 8.229 12,46
Bed and Breakfast 126 0,19
Business 250 0,38
Campground 47 0,07
Alpine Hut 116 0,18
Holiday House 2.986 4,52
Discotheque 82 0,12
Organizer 1.333 2,02
Offer 601 0,91
Hostel 113 0,17
Restaurant 3.200 4,85
Tour 262 0,40
item total 66.023
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Quantitative analysis – Item distribution
Events
Farmhouses
Hotels
Common
Bed and Breakfast
Business
Campgrounds
Alpine Huts
Holiday Houses
DiscotequesOrganizers
Special Offers
Hostels
RestaurantTour
Event is the most relevant item (72%) of the entire database
28% is represented by all the other items
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Qualitative analysis – Major results
Approximately half the elements (45%) have been evaluated as insufficient while 20% barely sufficient
24%
11%
20%
45%Quality Level - Total Very Good
Quality Level - Total Good
Quality Level - Total Sufficient
Quality Level - Total Insufficient
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Qualitative analysis – Heuristics average
The blue line inserted in the graphic shows how 5 out of the 7 heuristics are insufficient (above score 3)
0
0.5
1
1.5
2
2.5
3
3.5
4
Accuracy Currency 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
TANDEM Project 1. Diffusion of data
2. Portable export format of data
3. Integration in third party websites
Tiscover Project 1. Multichannel data diffusion
2. eMarketing power
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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.
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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
Administrative Client
119
2 / 3 GOAL 6: Improve the quality level of database 118
2 / 3 GOAL 2: Program a database structure able to follow the
evolution of the tourism industry
118
4 GOAL 4: Readapt the structure of every single item to the
modern tourism industry
115
5 GOAL 10: Decentralize the working effort to suppliers of
single destinations
105
6 GOAL 11: Increase the impact of the Regional destination
information system on online communication and
promotion activities of suppliers
103
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RE – Critic RequirementsCritic 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
stakeholder content subscription and integration of content packages (data
subsets) in subscriber’s websites
57
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