Destination Inspiration using eTourism Tool

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ENTER 2014 Research Track Slide Number 1 Destination Inspiration using eTourism tool Martin Goossen Henk Meeuwsen, Jappe Franke & Arjen de Jong Alterra, part of Wageningen University and Researchcentre Wageningen, The Netherlands [email protected]

Transcript of Destination Inspiration using eTourism Tool

Page 1: Destination Inspiration using eTourism Tool

ENTER 2014 Research Track Slide Number 1

Destination Inspiration using eTourism tool

Martin GoossenHenk Meeuwsen, Jappe Franke & Arjen de Jong

Alterra, part of Wageningen University and Researchcentre

Wageningen, The [email protected]

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Agenda• Introduction

– Problem

– Previous research

• Method

• Results

• Evaluation

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Introduction

• tourism as an opportunity for (rural) economic development

• Match preferences (demand) and supply to be successful

• Critical factor (for some tourists) in the supply is, among others, the landscape and its land use

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The problem• a severe lack of information regarding

subjective choices, preferences and consumer attitudes when it comes to landscape assessment.

• Traditional ways (questionnaire) are very costly and high proportion of non response

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Central question

How to collect landuse preferences data of the consumers (tourists) on an European scale in a cost efficient way and with high response

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Previous Research

• Use internet and give something useful and save preferences in database (Google method)

• Finding holiday destination is most stressfull (30%) source: Skyscanner 2012 (N=20,000)

• Average 7-10 hours on internet to find destination source vakantie.nl 2010 (N=3,500)

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Destination Recommendation Systems (DRS)

• Semantic (enter words for search)- Choose a land or region- Content from tourism industry (reliable,

complete?)• Photos- Not complete

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Methodconnect European digital geographical databases (GIS) with individual preferences:•Land use•Climate•Relief

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Method

e-SCAPE (Electronic information system for landSCAPE preferences) Smart landscape tool :•Digital geographical data•www.myplacetobe.eu as a Holiday Planner•European database with preferences and personalized maps

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Method

• Divide Europe in gridcells of 5 x 5 km²• Count the amount of land use in %• 16 types of land use• Compare the amount with prefered

amount land use• Overlay of all selected land uses• Score gridcell 1-10

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MethodType of Holiday

Type of Land use at your destination

Type of Land use in the surroundings

Attractiveness of landscape around home

Climate indicators

Altitude differences

Recreation Activities

Type of users

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Results of 1 year

- 35,258 visitors- 3313 unique visitors (10%) - 57% of the visitors is male. - The average age is 41 years. - About 6800 personalized maps

Country N %Netherlands 2169 65.5France 102 3.1Canada 97 2.9Belgium 92 2.8United Kingdom 91 2.7Germany 88 2.7Italy 48 1.4Spain 44 1.3Switzerland 41 1.2United States 41 1.2Other countries 500 15.2Total 3313 100

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Results of 1 year

- 20% prefer mountains (500-1500 meter) - 19% prefer hills (100-500 meter)

Table 2. Amount (%) type of holiday per country

Type Total BE CA CH DE ES FR IT NL UK US Active 40.5 32.6 5.2 41.5 42.0 29.5 24.5 45.8 46.6 33.0 39.0 Beach 11.3 6.5 2.1 7.3 6.8 20.5 4.9 14.6 11.1 16.5 14.6 City trip 7.4 8.7 5.2 2.4 10.2 15.9 4.9 8.3 6.3 11.0 7.3 Other 6.6 8.7 0.0 4.9 3.4 2.3 3.9 2.1 7.9 6.6 12.2 Water sport 3.2 7.6 1.0 4.9 3.4 0.0 3.9 0.0 3.4 3.3 2.4 No specific 31.0 35.9 86.6 39.0 34.1 31.8 57.8 29.2 24.8 29.7 24.4 N 3313 92 97 41 88 44 102 48 2169 91 41

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Results of 1 year

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Results of 1 year

Table 4. Average (%) amount of preferred land use by country

Land use Total BE CA CH DE ES FR IT NL UK US Forest 23 22 21 26 22 27 22 22 23 23 29 Beaches, dunes and sands* 17 16 25 14 15 16 22 18 16 25 21 Fresh water 14 15 13 11 13 17 16 13 14 12 16 Mixed arable land and pastures 14 17 11 14 13 18 15 12 14 11 16 Villages* 14 15 21 15 14 16 16 14 13 13 18 Natural grassland** 14 17 14 14 14 18 17 14 13 17 8 Moors and Heathlands** 12 14 6 12 9 8 11 5 12 13 12 Glaciers and perpetual snow** 12 10 17 23 11 14 10 13 11 11 16 Plantation 11 9 10 10 11 7 14 14 12 10 7 Pastures 11 16 12 12 13 14 11 11 11 10 17 Arable land* 9 7 7 9 19 22 7 9 9 5 11 Shrubs** 9 8 5 6 8 2 11 4 9 9 9 Wetlands** 8 13 5 6 6 9 7 6 8 4 4 Marshes 6 10 4 6 4 1 8 3 7 5 5 No vegetation 6 6 8 5 10 3 6 6 6 9 1 Industry* 2 1 5 3 2 1 10 5 2 6 0 *significance level <0.01: ** significance level < 0.05

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Results of 1 yearTable 6. Preferred (%) recreational activities during a holidayActivity PercentageHiking/walking 50.2 Visit natural sites 48.1 Visit monuments, castles, ruines 39.6 Swimming 39.5 Visit bars, pubs, café 38.3 Visit restaurants 36.3 Photographing 36.3 Visit cities 34.5 Biking 33.8 Relaxing, sunbathing, reading 33.6

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Evaluation- Promote the website- More user friendly- Known region as reference- Distance/country as a preference- Warning not logical preferences- Too much preferences- Scores at selected destination- Cost efficient growing database

- Map matching- National/regional version- Connection with accommodation providers

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