Insights from the Greater China Region - Angus M Robinson * Taiwan’s VZ Smart Tourism Platform * Review of a Mobile Tour Application Pilot, also from Taiwan (2009) * Chinese Tourism and Alipay

1. Tourism of Tomorrow
Digital Transformation: Market Insights
1
Angus M Robinson, Managing Partner, Leisure Solutions®
SEGRA 2017, 26 October 2017
Yehliu Geopark

2. 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.

3. Insights from the Greater China Region
 Taiwan’s VZ Smart Tourism Platform
 Review of a Mobile Tour Application Pilot, also
from Taiwan (2009)
 Take Aways

4. 4
www.vztaiwan.com 「智慧觀光」或「 VZ TAIWAN」
VZ Taiwan:Front-end Systems
Source: VZ TAWAN, Institute for Information Industry, Taiwan

5. 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

6. On-
boarding
VZ TAIWAN Platform Architecture
6
Featured
Services
Info Inte-
gration
Smart
Analytics
1
2
3
Cross-
platform
Support
5
4
Social
Network
Weather, traffic, arts events, culture, facilitiesSpots, 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

7. Queen’s Head, Yehliu Geopark
Pilot Project Overview - 2009

8. SuperGIS Mobile Tour Pilot - 2009
With GIS and GPS technologies integrated, the
tour guide information services will be provided
promptly.

9. 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

10. Fig.4: Applying Multi Media in Electronic Tour Guide System

11. 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.

12. 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!

13. 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.

14. 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.

15. Contact Details
angus@leisuresolutions.com.au
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