TourMIS 2011 Speakers - MODUL University Vienna€¦ · 3 Arno Scharl is the Vice President of...
Transcript of TourMIS 2011 Speakers - MODUL University Vienna€¦ · 3 Arno Scharl is the Vice President of...
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Karl Wöber is a full Professor, Director of the MBA Tourism Management program, and founding president of MODUL University Vienna. He acquired his PhD from the Vienna University of Economics and Business Administration where he became Associate Profes‐sor and Deputy Department Head at the Institute for Tourism and Leisure Studies in 2000. Since 2005, he has been a Visiting Senior Fellow of the School of Management at the Uni‐versity of Surrey (UK), and a Senior Fellow of the National Laboratory of Tourism and eCommerce at the School of Tourism and Hospitality Management at Temple University (Philadelphia, USA). His main research activities are in the fields of computer support in tourism and hospitality marketing, decision support systems, multivariate methods and strategic planning. Karl Wöber has also been Technical Advisor to European Cities Market‐ing and the European Travel Commission for many years. The opening of TourMIS 2011, presented by Professor Wöber and Ms. Heintschel, empha‐sizes the evaluation and monitoring of marketing activities is a vital step in helping tour‐ism managers to develop marketing strategies. Nowadays technology provides valuable support to facilitate the performance of complex analyses and TourMIS, the leading tour‐ism marketing information system in Europe, effectively serves this aim. By attending the workshop on the first day, led by Professor Karl Wöber, founder of TourMIS, with contri‐butions from various colleagues and practitioners, participants will learn how to enter tourism statistics into the system and how to use the various benchmarking tools to pro‐duce valuable market research reports.
TourMIS 2011 Speakers
Karl Wöber
MODUL University Vienna
Katrin Heintschel
Vienna Tourist
Board
Katrin Heintschel supports the CEO of the Vienna Tourist Board with strategic planning for the tourism destination Vienna. She studied business at the Vienna University of Econom‐ics and Business with a specialization in advertising and market research. After acquiring her master’s degree she became the head of the customer loyalty programme for an Aus‐trian drugstore chain company. After another two years as project leader for consumer research at GFK Austria, one of the leading market research organizations worldwide, she decided to dedicate herself to tourism research and joined the Vienna Tourist Board in 2008.
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Vincent Nijs was born in 1978 and holds a Master’s degree in Physical Education from the University of Leuven, focusing on sport and leisure marketing and management. He is now a researcher at the Research Department of Tourism Flanders ‐ the “NTO” for the Flemish and Brussels Regions in Belgium. For more than 10 years he has gained experi‐ence in the field of collecting, analyzing, managing and publishing tourism related data of all types and in (online) tourism market research. He is responsible for the annual statisti‐cal publication ”Tourism in Figures” and often gives lectures on tourism data and tourism Vincent is presenting together with Tünde Mester, and together they will show us the last improvements and developments that are realised in the TourMIS system.
Vincent Nijs
Tünde Mester has an MsC degree in Economics/Marketing from the Budapest Corvinus University where she studied tourism also. For over more than ten years she is a re‐searcher of the Research Department of Hungarian National Tourist Office being respon‐sible for tourism statistics, evaluation practices, furthermore coordination of domestic and international tourism research on travel behaviour and attitudes.
Tünde Mester
Hungarian National Tourist
Office
Irem Arsal is Assistant Professor at the Department of Tourism and Hospitality Manage‐ment. She obtained her PhD from Clemson University, South Carolina, where she worked as a research and teaching assistant from 2004 until 2008. She obtained her master’s de‐gree in Information Systems Management from Ferris State University, Michigan. Her research interests include Web 2.0, user generated content and decision making process of travelers, online communities, and online travel information search. Irem is presenting together with Clemens Költringer (see next page), on the dramatic growth in internet usage, especially for travel information search purposes. Each time an individual uses a website he or she leaves traces on that site. These traces can be col‐lected and used for different purposes such as tracking user behavior, recommending products to the customer in their next visit to the website, or optimizing website usabil‐ity. Although many tourism organizations are collecting these types of information from their websites, it is not being used in making managerial decisions but merely used by the IT department to assess website usability. By using website statistics tourism organiza‐tions can benchmark their own performance against their competitors, understand their own performance, identify and learn from the best in the industry, develop strategies for the continuous improvement of their organization. The presentation includes examples of benchmarking CTO website statistics as well as meaningful interpretations of the data
Irem Arsal
MODUL University
Vienna
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Arno Scharl is the Vice President of MODUL University Vienna, where he also heads the Department of New Media Technology. Prior to his current appointments, he held profes‐sorships at the University of Western Australia and Graz University of Technology, was a Key Researcher at the Austrian Competence Center for Knowledge Management, and a Visiting Fellow at Curtin University of Technology and the University of California at Berkeley. Prof. Scharl completed his doctoral research and habilitation at the Vienna Uni‐versity of Economics and Business. Additionally, he holds a PhD from the University of Vienna, Department of Sports Physiology. He has been project leader of a number of award‐winning semantic systems projects including IDIOM (www.idiom.at), RAVEN (www.modul.ac.at/nmt/raven) and Triple‐C (www.ecoresearch.net/triple‐c). Media monitoring and Web intelligence applications for tourism organizations capture, aggregate and annotate large archives of digital content from multiple stakeholder groups (for example, user‐generated content from travellers including blogs, Twitter and Facebook, the publications of destination management organizations, Web sites of ho‐tels, etc.). Intuitive visual user interfaces and interactive trend charts provide a real‐time account of current topics that these stakeholder groups associate with a destination, an organization or its specific services. The positive or negative sentiment of these topics can be detected automatically. This presentation will introduce a comprehensive portfolio of Web intelligence technologies to reveal flows of relevant information and provide indica‐tors on content production and consumption essential for European tourism managers to compete with the major international online players. Insights from the envisioned system will not only support evaluating a destination’s performance in contrast to its competi‐tion, but also shed light on upcoming topics and discussions among online travellers. This will improve decision making on both operative and strategic levels. Non‐econometric variables extracted via text mining (frequency, sentiment) can help predict tourism de‐mand, for example, which is particularly valuable when these indicators are embedded into real‐time decision making tools.
Arno Scharl
MODUL University
Vienna
Clemens Költringer
MODUL University
Vienna
Clemens Költringer is a researcher and lecturer at the Department of Tourism and Hospitality Management at MODUL University Vienna. He has substantial operational experiences in the tourism industry based on his work within destination management and marketing organizations as well as consolidated tourism training and further education starting from 1996. Clemens has a certificate in tourism management from the Tourismusschule Kleßheim, Salzburg and completed a Magister (FH) in Business Development in Tourism focused on e‐Tourism from the University of Applied Sciences, Salzburg, Austria. Before starting his position at MODUL University Vienna the focus of Clemens work was in the field of marketing research (various internal and external market research projects, Benchmarking, 360° Monitoring, T‐Mona), strategy and product development, as well as knowledge management. He was the project director of a national All‐Inclusive Card and is still affiliated to the tourism industry. Clemens is giving a presentation together with Irem Arsal, entitled ’Tourism Website Analytics Benchmarking Website Analytics ‐ New metrics for understanding Online Marketing and Website Performance.’ (See previous page for more information).
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Manfred Hackl was born in Vienna, Austria, in 1968 and graduated from a technical high‐school. He continued to study Science of Commerce (Vienna University for Business Administration and Economies) but also Organisational & Economic Psychology (University of Vienna). In 2001 Manfred Hackl moved to the research center of EC3, a Vienna based software‐company focusing on innovative technologies for travel and tourism, and eventually headed the business unit "Networking & Projects" before he founded [x+o], a company producing a professional project management software. In 2010 he became general manager at EC3 Networks. Since his engagement at EC3 until today he co‐ordinated several tourism‐related software projects like the successfull tender for the first release of VisitEurope.com, the EU projects Harmo‐TEN and HarmoSearch, built upon the ontology‐based technology for the tourism domain called Harmonise. He gave lectures at the University of Vienna for eCommerce and was Project Team Member for the CEN/ISSS workshop "eTOUR" on data and process interoperability in the tourism domain. EC3 Networks is currently bringing a market intelligence tool to a pilot project in Austria for providing dynamic market information on online accommodation prices. This tool delivers statistics about market structure and developments for accommodations in a given area. It can easily be enriched by other factors influencing prices, like events or customer reviews. In his speech Mr. Hackl will present this pilot projects and show how it can be used to gain advanced market insights into a destination's online hotel prices.
Manfred Hackl
EC3 Networks
Florian Aubke, born 1975 in Germany, is a researcher and lecturer at the Department of Tourism and Hospitality Management at MODUL University Vienna, Austria. He has substantial operational experience in the hospitality industry as well as national and international event management. Florian has a certificate in tourism management from the Akademie für Tourismus Angell, Freiburg, Germany and a Bachelor of Business in Marketing and Hospitality Management from Victoria University, Melbourne, Australia. Since, he has focused on academic work, having completed a Master of Business by Research at Victoria University ("Acceptance of Teaching Technology in Hospitality Education: Impact of Personality"). Florian is accredited to administer and interpret the Myers‐Briggs Type Indicator (MBTI), which has informed most of his research so far. More recently, Florian Aubke was a lecturer in Hospitality Management at Victoria University before he commenced his present duties and doctoral studies. In this, he focuses social networks of hotel revenue managers. In social network analysis (SNA), the focus shifts from attributes of individual actors to patterns of relationships between members of a network. Relationships are considered powerful indicators for individual action and as such, SNA provides analysts with a bird’s eye view of those patterns. The presentation demonstrates the potential of SNA for tour‐ism businesses through cases of relational hyperlink analysis among tourism websites and a structural analysis of social media platforms.
Florian Aubke
MODUL University
Vienna
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Astrid Dickinger is an Associate Professor at MODUL University Vienna's Department of Tourism and Hospitality Management. Before joining MU Vienna, she was an Assistant Professor at the Institute for Tourism and Leisure Studies of the Vienna University of Eco‐nomics and Business (WU Wien). Astrid holds a master degree (2002), doctorate (2006) and habilitation (2010) from WU Wien. Her dissertation on " (Un)observed Heterogeneity in Mobile Service Usage" received the Rudolf‐Sallinger Award and a research prize by the Alois‐Mock‐Europe Foundation. She was a visiting scholar at the University of Western Australia (Perth, Australia) and Temple University (Philadelphia, US). Her research inter‐ests are in the areas of service quality in electronic channels, content mining for market‐ing intelligence, electronic and mobile service usage, information technology and tour‐ism, and Web 2.0.
The usage of mobile devices and interactive media is common place not just among the young but generally among travelers. ICTs in general and the mobile device in particular do not just play a central role in the pre‐trip search and booking phase but as an informa‐tion, entertainment and communication platform during the tip. Thus, tourism experiences might be influenced, altered or even enhanced by mobile phones. This presentation will i) give insights into current facts and figures, ii) the state of the art of mobile services in tourism, iii) introduce some interesting cases from the fields of transportation, hospitality and leisure and iv) raise awareness of important drivers of acceptance of mobile services among tourists.
Astrid Dickinger
MODUL University
Vienna
Francesco Ricci is an associate professor of computer science at the Free University of Bozen‐Bolzano, Italy. His current research interests include recommender systems, intelli‐gent interfaces, mobile systems, machine learning, case‐based reasoning, and the appli‐cations of ICT to tourism. He has published more than one hundred of academic papers on these topics. He is on the editorial board of the Journal of Information Technology & Tourism and he is president of the steering committee of the ACM Conference on Recom‐mender Systems. He served on the program committees of several conferences, including as a program co‐chair of the ACM Conference on Recommender Systems (RecSys), the International Conference on Case‐Based Reasoning (ICCBR) and the International Confer‐ence on Information and Communication Technologies in Tourism (ENTER). Mobile phones are personal computing devices that follow you wherever you are. They offer the opportunity to deliver the right information at the right moment in the right context. But what is context? How context data can be collected and used? In this talk we will explore some novel techniques and applications that are based on the exploitation of tourist context. We will show that they can give to destinations an effective leverage for influencing tourists' behaviors.
Francesco Ricci
Free University of Bozen‐Bolzano,
Italy
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Olivier Ponti is manager research and development at Amsterdam Tourism & Convention Board and chairman of the Research & Statistics group of European Cities Marketing. He also teaches market intelligence applied to tourism in the Institute for Research and Advanced Studies in Tourism of the Sorbonne University (Paris) since 2006. Between 2004 and 2007, he was manager of the Tourism Research Department of the Paris Visi‐tors and Convention Bureau. Olivier was educated in Sciences‐Po Paris (Master’s Degree in economics) and the Sor‐bonne University (Master’s Degree in tourism development). Getting high‐quality data and producing good analysis is the main concern of many data analysts. However, for a destination management organization, market intelligence only becomes a competitive advantage if its outcomes are also used by a wide variety of pro‐fessionals who are not necessarily experts in data analysis and who have very little time – if any ‐ to dive into voluminous statistical reports. In this context, the risk clearly exists of spending time and money for producing data which is underused. What if beauty was the missing link between data analysts and practitioners? What if aes‐thetics opened access to new levels of understanding for the researchers themselves?Amsterdam Tourism & Convention Board awakens the Sleeping Beauties hidden in its databases and evaluates the impact on its overall efficiency.
Olivier Ponti
Amsterdam Tourism and Convention
Bureau
Paul Hennessy set up GeoGuides with his colleague, Marcel Henry in 2009. We are in‐spired to change the way content is delivered and want to break down the barriers as to how and when information can be accessed. We recognised the challenges facing the Tourism and Travel Enterprises as they strive to embrace the new wave of mobile tech‐nology and benefit from advancement. Having gained the trust of the team at Dublin Tourism we launched the ground breaking “Visit Dublin” Tourism Application in 2010 based on our software platform, Intrepid Explorer. Paul has spoken at numerous events around Europe organised by organisations such as European Cities Marketing, Travelport, European Travel Commission and Enter 2011. Tourism and Travel organisations are facing massive competition in the mobile space from organisations/brands such as Expedia, Wikipedia. In the absence of an own‐branded mobile channel, visitors are accessing crowd sourced information and user gen‐erated contend which means that DMO’s & NTO’s are losing out on the ability to extend their already trusted brand into the mobile channel. A strategy for mobile must include the ability to Inspire, Inform, Influence, Interact and Transact with visitors when they are mobile.
Paul Hennessy
GeoGuides Ltd.
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Olaf Nitz has been working for the Austrian National Tourist Office as Head of Digital Me‐dia Strategy since 2008, where he is responsible for all digital channels including social media, mobile and over 50 country portals. He specializes in social media, search engine optimization and online marketing; is a regular speaker at industry conferences and fur‐thermore a lecturer in online communications at the University Eichstätt, the University of Applied Sciences St. Pölten and at the WIFI Vienna. He studied media production and e‐business in Berlin and Vienna. During the last two years the Austrian National Tourist Office launched multiple projects in mobile media: apps for smartphones, different approaches of mobile advertising, part‐nerships and a tablet app. In this presentation the mobile strategy and how the Austrian National Tourist Office covered all the mobile stages of travel will be shown.
Olaf Nitz
Austrian National
Tourist Office
Camille Benoist has been in the Marketing Department of Lyon Tourism and Conventions for two years. In charge of the Lyon City Card product, she is also involved in all the ac‐tions lead by the tourism board in terms of web strategy, products marketing and the global strategy of the structure. Lyon Tourism and Conventions became on January 1st 2010 the tourism board of not only one major city but of 58 towns, the Greater Lyon. Not only did we gain a much larger playground for our actions, but we suddenly had to find a way to efficiently communicate our data to all our new partners. A barometer seemed to be the easiest way to communi‐cate about the competitive position of Lyon to all the professionals and institutions of our territory in an easy, transparent and complete way. 6 months after the barometer of Lyon was put into place, we are able to see the strengths and weaknesses of such a tool and what the analysis of the data will show us about the position of Lyon as a European touristic destination.
Camille Benoist
Lyon Tourism and
Conventions