1.
Oportunidades
de
innovación
en
la
movilidad
de
Des4nos
Turís4cos
Inteligentes
Aurkene
Alzua
Execu've
Director
aurkenealzua@tourgune.org

2. 2
Source:
European
Commission
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on

3. 3
• 93.000
daily
flights
all
over
the
world
• 50
millions
p/km
annually
in
the
EU
(mari'me)
• 400
millions
p/km
annually
in
the
EU
(railway)
• 500
millions
de
p/km
annually
in
the
UE
(bus)
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on

4. 4
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on
City-­‐Regions

5. 5
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on
City-­‐Regions

6. 6
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on
City-­‐Regions

7. • The
popula'on
of
people
connected
to
the
Internet
is
growing
150%
faster
than
world
popula'on
THE
WAY
WE
ACCESS
TO
THE
INTERNET
HAS
CHANGED
GLOBAL
CONTEXT
CYBER-­‐
PHYSICAL
CONVERGENCE
New
Framework
compe''on
City-­‐Regions

8. • The
popula'on
of
people
connected
to
the
Internet
is
growing
150%
faster
than
world
popula'on
THE
WAY
WE
ACCESS
TO
THE
INTERNET
HAS
CHANGED

9. • 87%
of
travellers
use
the
Internet
for
travel
planning
• 62%
researched
an
upcoming
trip
• 43%
read
reviews
from
other
travellers
• 31%
watched
travel
video

10. One
billion
of
the
world
popula'on
(1/7)
is
using
a
Smartphone.
• 70%
changed
their
face
book
status
while
on
holidays
• 52%
changed
their
original
travel
plans
• 50%
of
travel
companies
agreed
that
bookings
were
coming
from
social
media
• 46%
checked
in
loca'on
• 33%
changed
their
hotel
• 85%
of
leisure
travellers
use
smartphones
• 30%
used
mobile
apps
to
find
a
hotel
• 29%
used
mobile
apps
to
find
air
deals
• 15%
have
downloaded
apps
specific
for
their
coming
holidays

11. TECHNOLOGY-­‐MEDIATED
LIFEWORLD

12. 12
• The
present
'me
has
been
recognized
as
an
technology
mediated
world,
with
compu'ng
and
communica'on
en''es
interac'ng
among
themselves,
as
well
as
with
users.
• Real-­‐world
components
interact
with
cyberspace
thus
driving
towards
the
Cyber-­‐Physical
World
(CPW)
convergence,
adap'ng
human
behaviour
and
social
dynamics
(Con'
et
al.,
2012)
.

15. A
New
World
is
emerging
as
a
Smart
World,
converging
the
Cyber,
Social,
and
Physical
Domains.
Business
and
des'na'ons
need
the
wholly
new
development
principles,
policies,
processes,
and
objec'ves:
sustainable
world
strategies,
comprehensive
planning,
integrated
models,
and
globally
effec've
solu'ons..
15

16. World
will
be
different
in
2020
year
The
way
people
will
travel,
the
ci'es,
the
territory,
the
interac'ons,
the
services
and
the
companies
will
be
different

17. 17
In
the
context
of
the
growth
of
the
mobility
importance,
ci'es
will
reach
a
bigger
prominence.
The
key
territories
will
be
the
ones
which
will
be
able
to
design
places
in
order
to
become
the
ideal
scene
for
new
life
style.
In
these
design
and
building
processes
of
the
territory
or
Placemaking,
it
is
about
the
meaning
and
importance
of
the
places
the
ci'zens
and
users
have.
Places
that
facilitate
the
undertaking
and
human
growth.
GLOBAL
CONTEXT
New
mobili'es
New
Framework
compe''on
City-­‐Regions

18. 18
GLOBAL
CONTEXT
New
mobili4es
New
Framework
compe''on
City-­‐Regions

19. • New
Tracking
Techologies
• Augmented
Tracking
Techologies
• Not
only
log
the
posi'on
• Detec'ng
the
ac'on
Log
posi'on
Log
“cultural
space”
Log
“consump'on”
…
GLOBAL
CONTEXT
CYBER-­‐
PHYSICAL
CONVERGENCE
New
Framework
compe''on
City-­‐Regions

20. 20
• People
are
empowered
to
express,
share,
create,
consume,
and
organize
informa'on
in
a
new
manner
• The
advance
of
internet
and
the
new
technology-­‐mediated
world,
has
significantly
changed
and
even
transformed
the
structure
of
tourism
value
chain.
• It
not
only
affects
the
choices
available
to
the
consumer,
but
also
the
business
models
and
marke'ng
strategies
adopted
by
the
various
channel
par'cipants,
stakeholders.
GLOBAL
CONTEXT
CYBER-­‐
PHYSICAL
CONVERGENCE
New
Framework
compe''on
City-­‐Regions

21. 2
1
A
Tourism
Des+na+on
is
said
to
be
Smart
when
it
makes
intensive
use
of
the
technological
infrastructure
provided
by
the
Smart
City
in
order
to:
(i)
enhance
the
tourism
experience
of
visitors
by
making
them
aware
of
both
local
and
tourism
services
and
products
available
to
them
at
the
des@na@on
and
(ii)
by
empowering
des@na@on
management
organiza@ons,
local
ins@tu@ons
and
tourism
companies
to
make
their
decisions
and
take
ac@ons
based
upon
the
data
produced
in
within
the
des@na@on,
gathered,
managed
and
processed
by
means
of
the
technology
infrastructure

22. A new
and exciting
approach
to tourism
research.
GUNE
22
A new
and
exci4ng
approach
to
tourism
research
and
human
mobility
in
the
new
Age
of
Social
Science

23. • Measurement
tools
are
strongly
linked
to
technological
development
• There
is
a
need
to
develop
a
more
efficient
ways
of
collec4ng
data
• The
depth
of
the
measurement
depends
on
the
available
technology
• Macro
Level
(1980-­‐2000)
• Examines
a
discrete
secuence
of
movement
among
tourist
loca'ons,
loca'ons
which
can
be
some
distance
apart
• Micro
Level
(2000-­‐un4l
now)
• Movement
is
seen
as
a
con4nuous
process
• The
sequence
of
movements
can
be
represented
accurately
as
a
collec'on
of
spa'al
points

24.
Observa'onal
methods
• Hartman
1988
No
Observacional
Methods
• Pearce
1988
• Debagger
1991
• Fenell
1996
• Thornton
1997
Tracking
Technologies
• McKercher
2004
• Lau
and
McKercher
2007
• Shoval
2007
• Shoval
and
Isaacson
2012
• …
Open
Data
1980
1990
2000
2012
Macro
analysis
Micro
Analysis
McKercher
2005
Rein
Ahas
2006/07
Shoval
2009
No
secuences
Secuences
Mul'day
Shova
2008
A.A
Lew
2002
Xia
2010-­‐11
Ling
Chen
2010
A.O’Connor
2005
Gigi
Lay
2006
….
New
technological
paradigm

25.
Observa'onal
methods
• Hartman
1988
No
Observacional
Methods
• Pearce
1988
• Debagger
1991
• Fenell
1996
• Thornton
1997
Tracking
Technologies
• McKercher
2004
• Lau
and
McKercher
2007
• Shoval
2007
• Shoval
and
Isaacson
2012
• …
Open
Data
• New
Paradigm
1980
1990
2000
2012
Macro
analysis
Micro
Analysis
McKercher
2005
Rein
Ahas
2006/07
Shoval
2009
No
secuences
Secuences
Mul'day
Shova
2008
A.A
Lew
2002
Xia
2010-­‐11
Ling
Chen
2010
A.O’Connor
2005
Gigi
Lay
2006
….
Tradi'onal
technics
• Research
focused
primarily
on
the
flow
of
visitors
between
des'na'ons
• Macro
level
• Few
subna'onal
informa'on
• Space-­‐'me
diaries
• Systema'c
recording
of
space
and
'me
• Requires
the
individual
ac've
par'cipa'on
in
the
data
capture
process.
• Subjec4ve
process

26.
Observa'onal
methods
• Hartman
1988
No
Observacional
Methods
• Pearce
1988
• Debagger
1991
• Fenell
1996
• Thornton
1997
Tracking
Technologies
• McKercher
2004
• Lau
and
McKercher
2007
• Shoval
2007
• Shoval
and
Isaacson
2012
• …
Open
Data
1980
1990
2000
2012
Macro
analysis
Micro
Analysis
McKercher
2005
Rein
Ahas
2006/07
Shoval
2009
No
secuences
Secuences
Mul'day
Shova
2008
A.A
Lew
2002
Xia
2010-­‐11
Ling
Chen
2010
A.O’Connor
2005
Gigi
Lay
2006
….
Towards
a
new
paradigm
• The
technology
advances
in
the
field
of
digital
systems,
such
as
GPS
tracking
devices,
have
opened
a
new
research
field
within
the
tourism
discipline.
• Micro
level
• GPS
devices,
combined
with
space-­‐'me
analysis
techniques
facilitates
a
be`er
understanding
of
the
visitors’
behaviour
diversity.
New
technological
paradigm

27.
Observa'onal
methods
• Hartman
1988
No
Observacional
Methods
• Pearce
1988
• Debagger
1991
• Fenell
1996
• Thornton
1997
Tracking
Technologies
• McKercher
2004
• Lau
and
McKercher
2007
• Shoval
2007
• Shoval
and
Isaacson
2012
• …
Open
Data
1980
1990
2000
2012
Macro
analysis
Micro
Analysis
McKercher
2005
Rein
Ahas
2006/07
Shoval
2009
No
secuences
Secuences
Mul'day
Shova
2008
A.A
Lew
2002
Xia
2010-­‐11
Ling
Chen
2010
A.O’Connor
2005
Gigi
Lay
2006
….
Secuence
Aligment
• Method
of
sequence
alignment
as
a
tool
for
analyzing
the
sequen'al
aspects
within
the
temporal
and
spa'al
dimensions
of
human
ac'vi'es.
Space
Time
simula'on
Models
• Agent-­‐based
simulators
allow
managers
to
develop
spa'ally
explicit
simula'ons
of
current
tourist
movement
panerns
Con'nuous
route
panern
mining
• This
algorithm
can
tolerate
the
different
disturbances
in
real
routes
and
extract
the
frequent
panerns
Semi-­‐Markov
• Semi-­‐Markov
processes
can
be
used
to
predict
the
probability
of
movement
panerns,
given
that
we
know
the
'me
spent
at
each
anrac'on

28. • It
is
more
important
than
ever
to
measure
in
order
to
MODEL
and
ANTICIPATE,
so
that
we
can
adjust
bener
the
new
compe''on
• Macro
• Micro
• We
should
measure
performance
because
it
might
be
helpful
to
achieve
specific
managerial
purposes
or
policies:
• to
evaluate,
• monitor,
• budget,
• mo'vate,
• celebrate,
• learn
• and
improve.

29. APPTRACK
aims
to
measure,
analyze,
monitor
visitors
mobility

30. ¿Cómo
funciona?
Mobile
SDK
module
GIS
server
Analy4c
web
module

31. 31
apptrack
• GIS
apptrack
visualiza4on
• Heat
Maps
• Cluster
Maps

32. 32
apptrack
• Big
Data
• Data
filtering
in
Real
Time

33. 33
apptrack
• Compara4ve
visualiza4on
of
different
moments
of
the
day

34. 34
It
is
able
to
track
users
anonymously
and
record
different
aspects
of
their
space
and
services
consump'on
panerns

35. 35
Results
can
be
filtered
and
visualized
in
different
ways

36. 36
Semana
Grande

37. 37

38. 38
apptrack
• Data
visualiza4on
• Repor'ng
in
real
'me

39. 39
apptrack
• Data
visualiza4on
• Repor'ng
in
real
'me

40. Case
Study
July
–
Sep
2013
• Apptrack
embedded
into
a
tourism
app
of
Donos'a-­‐San
Sebas'án
• More
than
175.000
records
stored
• 18
geographical
areas
iden'fied
• Posi'on
data
stored
every
2
min

41. Descrip4ve
sta4s4cs
of
the
data
stored
• Sample
size:
622
• 247
users
with
more
than
15
geo-­‐points
(30
min)
• 205
users
with
more
than
30
geo-­‐points
(1
h)
• 183
users
with
more
than
60
geo-­‐points
(2
h)
• 159
users
with
more
than
120
geo-­‐points
(4
h)
• 61%
of
total
users
have
less
than
15
points
• 388
users
without
any
points
within
Donos'a
–
San
Sebas'an

42. 0
5
10
15
20
25
8/1/2013
0:00
8/2/2013
0:00
8/3/2013
0:00
8/4/2013
0:00
8/5/2013
0:00
8/6/2013
0:00
8/7/2013
0:00
8/8/2013
0:00
8/9/2013
0:00
8/10/2013
0:00
8/11/2013
0:00
8/12/2013
0:00
8/13/2013
0:00
8/14/2013
0:00
8/15/2013
0:00
8/16/2013
0:00
8/17/2013
0:00
8/18/2013
0:00
8/19/2013
0:00
8/20/2013
0:00
8/21/2013
0:00
8/22/2013
0:00
8/23/2013
0:00
8/24/2013
0:00
8/25/2013
0:00
8/26/2013
0:00
8/27/2013
0:00
8/28/2013
0:00
8/29/2013
0:00
8/30/2013
0:00
8/31/2013
0:00
usuarios
Number
of
ac4ve
users
in
August
• 49
users
in
first
week
• 105
users
second
week
• 118
users
in
third
week
(Semana
Grande)
• 72
users
fourth
week

43. • Physical
study
of
mobility
by
spa'otemporal
analysis
• Study
of
the
physiology
of
mobility
through
seman'c
enrichment
of
spa'otemporal
data

44. Lat/long
data
Analysis
Spa4o-­‐
temporal
ac4vity
detec4on
LOPD
Narra4ves
Interpreta4on

45. POI
descrip'on
POI
metadata
(prices,
informa'on,
descrip'on,
opennin
hours
)
Contextual
augmented
informa'on
(meaning
of
the
'me,
weather
real
'me
informa'on,
transport
real
'me
informa'on
)
Emo'onal
state,
cogni'on
and
behaviour
Lat/Lng
and
cartographic
Seman'cally
enriched
data
Plain
Data
Personal
inference
domain
No
Real
Time
Real
Time

46. 46
ACTIVATION
OF
THE
RESOURCES
IN
THE
CITY
MULTI-­‐PROFILE
CONSUM
OF
THE
TERRITORY

47. 47
ACTIVATION
OF
THE
RESOURCES
IN
THE
CITY
MULTI-­‐PROFILE
CONSUM
OF
THE
TERRITORY

48. 48
ACTIVATION
OF
THE
RESOURCES
IN
THE
CITY
MULTI-­‐PROFILE
CONSUM
OF
THE
TERRITORY

49. 49
CONSUM
OF
THE
TERRITORY

50. 50
MEASURIN
EMOTIONS:
“emo4onmeter”

51. 51

52. 52
iKUScommerce
• iKUScommerce
encompasses
the
measurement,
analysis
and
modeling
of
consumer
flows
• Understand
the
phenomenon
of
the
consumer
mobility
from
an
innova've
approach
• Spa'o-­‐temporal
data
rela'ng
to
demographic
profiles
and
mobility
pa`erns
• Iden'fy
purchase
i4neraries

53. 53
• Improve
overall
quality
data
• reduc'on
of
data
entry
error,
• reduc'on
of
recall
bias
(esp.
for
short
trips
or
same-­‐day
visits),
• more
consistency
and
harmonisa'on
because
of
the
use
of
algorithms
• Improved
'meliness
• less
collec'ng
and
processing
'me:
near
real-­‐'me
results
• Reduc'on
of
burden
on
respondents
and
administra'ons
• It
can
be
an
addi'onal
source
of
informa'on
for
the
system
of
tourism
sta's'cs
(quick
indicators)
• Addi'onal
indicators
to
cover
exis'ng
gaps:
flows
of
non-­‐
residents
not
staying
at
rented
accommoda'ons
(VFR,
…)

54. 54
• Informa'on
previously
not
available
• Movement
panerns
of
tourists
within
a
geographical
area,
detailed
regional/des'na'on
level,
• Event
visits
(very
small
areas),
• Repeat
visits
(currently,
longitudinal
or
panel
data
from
surveys
is
very
seldom
available),
etc.
• predic'on
of
tourists
moving
from
one
anrac'on
to
another
or
the
• route
they
may
choose
to
follow
• outcomes
of
the
transi'on
probability
matrix
to
es'mate
the
number
of
tourists
• Decide
on
the
placement
of
pathways
• Es'mates
to
make
de
“ecosystem
or
value-­‐chain”
more
efficient

55. 55
PERSONAL
CONTEXT
BASED
INFORMATION
AND
SERVICES:
m-­‐Commerce
m-­‐Marke4ng

56. 56
PERSONAL
CONTEXT
BASED
INFORMATION
AND
SERVICES:
m-­‐Commerce
m-­‐Marke4ng

57. Mo'va'on
Emo'onal
State
….

58. 58
COMPETITIVITY,
DESTINATION
AND
PLACE
DESIGN

59. 59
KNOWLEDGE
INTO
ACTION
"Innova@ons
are
not
just
the
results
of
scien@fic
work
in
a
laboratory-­‐like
environment…this
is
the
excep@on
rather
than
the
rule…the
causality
between
science
and
innova@on
has
proven
weaker
than
expected…innova@on
emerge
increasingly
in
prac@ce-­‐based
processes
based
on
the
ability
to
interact
and
build
networks
with
other
innova@on
agents"
(V.
Haarmaakopi
et
al
2008)

60. 60
Innova@on
and
social
progress
has
specific
characteris@cs
derived
by
the
growing
intangibility
and
informa@on
content;
and
the
interdependence
between
the
various
technology
companies
and
resources
in
the
des@na@on
which
are
based.
The
more
inclusive
intelligence
that
allows
us
to
bring
technology
to
the
crea@on
of
social
and
economic
model.
The
integra@on
of
technological
solu@ons
in
the
social
and
economic
context,
requires
design
and
facilitate
the
transi@on
processes
between
different
economic
and
produc@on
models.

61. 61
Does
technology
support
our
needs?
Do
we
engage
in
to
smart
use
of
technology
?

62. Moving forward…
NEW UNDESTRANDING
NEW APPROACHES:
Measurment and modelling of
mobilities
SMATER
DESTINATIONS
COLLECTIVE INTELLIGENCE

63. CICtourGUNE
Coopera've
Research
Center
in
Tourism
Turismoko
Ikerketa
Zentro
Koopera'boa
Centro
de
Inves'gación
Coopera'va
en
Turismo
Donos'ako
Parke
Teknologikoa
Mikeletegi
Pasealekua,
71
·∙
3.
Solairua
E-­‐
20009
Donos'a
·∙
Spain
Tel.:
+34
943
010885
·∙
Fax:
+34
943
010846
tourgune.org
Aurkene
Alzua-­‐Sorzabal
aurkenealzua@tourgune.org
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