How to design smart tourism destination: From viewpoint of data

Kyoto University

How to Design Smart Tourism Destination:

From Viewpoint of Data

Hidekazu Kasahara, Masaaki Iiyama, Michihiko Minoh

Kyoto University

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EU-Japan Workshop on Big Data for Sustainability and Tourism

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Contents Background and Research Objectives

Regional Data

Tourism Service Portfolio Regional Data Platform

Conclusions and Future Works

EU-Japan Workshop on Big Data for Sustainability and Tourism 2

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BackgroundTokyo Olympic in 2020 Governmental Policy (MIC/ METI/ JTA)

To promote tourism services using IoT/ Big data/ Artificial intelligence technology. This can be called “smart tourism services.”

However, no standard concept for developing smart tourism services in the destination.

What’s smart tourism services. How and who provides. What kind of data are required.

Enter2017 3

Research ObjectivesDesign new standard concept for developing smart tourism services in the destination from the viewpoint of informatics.

What’s smart tourism What’s the most important problem How to solve the problem

Enter2017

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Shift of Tourism Services


Traditional TourismMainframe Flight Booking

e TourismInternet

Web-based technology

Room Reservation Web Guide and Map

Smart TourismMachine Learning Mobile & Sensor

Internet of Things Big Data

Real-time Recommendation Evacuation Support

Traffic Congestion AvoidanceResource Optimization

50-60s

90-00s

00-10s

PersonalReal time

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Difficulty of Data CollectionIntelligent information processing requires vast amount of data. Various data holders collect data independently in destinations. Service providers and data holders are not always the same. It is difficult for ventures to develop smart services.


Data

Technology

Service

How to collect data?

Which data to be collected?

Technical and social issues.

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What kind of data is necessary?


Regional Data (RD)

with Global Attribute

Dynamic Data

Static Data

Statistical Data

StatisticallyIntegrated

Available in shot timeex. GPS tracks

Smart Service Requires Dynamic Data.

Available in long timeex. Map, Time table

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Collecting Regional Data is Difficult


Recently Publicized as Open Data

Traditionally Publicized as Open Data

Type Data Global Attribute

Dynamic Data

● Tourist location ● Sales transaction ● Surveillance camera ● Transportation status ● SNS post ● Climate ● Transportation (Taxi, Bus, Train, etc) ● Disaster alert

● No ● No ● No ● No ● No ● No ● No

● No

S t a t i c Data

● Event ● Public facility (Toilet, AED, Police,

etc) ● Tourist spot data ● Time schedule ● Road network ● Geographical map

● No ● No

● No / Yes ● No / Yes ● Yes ● Yes

Statistical Data

● Tourist statistics ● Population statistics ● Weather statistics ● Sales statistics

● Yes ● Yes ● Yes ● Yes

Difficult to collect

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Issues of Regional Data (RD)Ownership

RD has collected by various owners. RD owner has motivation to keep the RD inside.

Probe car data ➔ Car navigation, auto maker Location data ➔ mobile carrier Surveillance camera ➔ Retail, rail

Data Giant （Google, Apple, Facebook , Amazon)

They collect dynamic data via services. They play leading role in developing smart services.

New smart service providers try collecting RD independently, but can collect too small number of RD to machine learning.

Easy access to RD promotes smart services.

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Public Private Data Collaboration

Open Access RDClosed Access RD

Private Entities Public Entities

Provided via API

Dynamic Data Static/Statistic Data

Usage is Not Limited

GPS Traj. SNSPost

Transaction

Biological

Video

Weather

Population

Road Map

Disaster

Regional Data Owners

How to collect dynamic dataowned by private sector?

Usage is Limited


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Public Private Data Collaboration


Private Entities Public Entities

Provided via API

Dynamic Data Static/Statistic Data

Usage is Limited to Members in Closed Market Usage is Not Limited

GPS Traj. SNSPost

Transaction

Biological

Video

Weather

Population

Road Map

Disaster


Tourist Service Portfolio (TSP)TSP Priorities DataTSP Priorities

Data


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Service User Technology Static Data Dynamic Data Current

ServicePriorit

y

Offline Map TouristMap

(Toilet, Police box, ATM, Cycle, Parking, Tourist Spot, AED)

Event Only Private A

Transfer Guide Tourist Time table, Map Yes -

SNS post Analysis DMO Statistical Analysis SNS post No A

Travel Guide Tourist Tourist Spot Data, Tourist Spot, Tourist Route Yes A

Disaster Alert Tourist/Inhabitant Disaster Data Yes A

Route Recommendation

Tourist Recommendation Tourist Spot, Tourist Route Tourist Trajectory,

Climate Data No B

Spot Recommendation

Tourist Recommendation Tourist Spot, Tourist Route SNS post, Tourist Trajectory,

Climate Data No B

Congestion ForecastTourist/

Inhabitant/ DMO

Positon Data

AnalysisTourist Trajectory,

Transportation Trajectory No C

Bus Arrival Forecast Tourist/Inhabitant

Positon Data

AnalysisMap Tourist Trajectory,

Bus Trajectory No C

Tourism Service Portfolio (TSP)


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Regional Data Platform (RDP)

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Private Sector Data Public Sector Data

Data Processing for Services

Preprocessing (Incl. Privacy)

Regional Data Platform (RDP)

Smart Service Portfolio (STP)

Making STP

Data Collecting based on STP

Smart Service Provider

Private Data Holder Public Data Holder

RDP collects RD from various data owners, and transforms the collected RD, to the symbol data by using intelligent information processing, distributes the symbol data.

Data Data

Data

(ex. Mobile Carrier, Rail, Retail) (ex. Government)University

Government Incubation

Support


Regional Round Table for Making TSP

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Activities in KyotoCollaboration with Kyoto university, Kyoto city and Kyoto prefecture.

We will start a workgroup for implementing sample case.

Ventures/ Local governments/ University

Symposium for publication.


Conclusions For developing smart services for tourism destination, how to collect the data is key. (Characteristics of AI) Smart service providers and data owners are not always the same. (Exceptions are data giants like GOOGLE) The situation prevents sustainable service development in destinations.

Data are owned by data owners in destinations. The data owners do not know the need for their data. So, by listing required data, we can facilitate data exchange among data owners and service providers. The list is called as “Tourism Service Portfolio (TSP).”

Conclusions

Usage is Limited to Members in Closed Market Usage is Not Limited

Tourist Service Portfolio (TSP) TSP Priorities DataTSP PrioritiesData


Private Sector Public Sector

Provided via API

Dynamic Data Static/Statistic DataGPS Traj. SNS

PostTransaction

Biological

camera

Weather

Population

Road Map

Disaster


Service Providers

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Conclusions and Future WorksTSP and RDP based on new data exchange framework named “private public data collaboration” for realizing smart destinations.

In future, International comparison of existing services. Standard TSP should be studied under consideration of the current service status and technical advances.


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Smart Tourism DefinitionTourism supported by real-time and personalized tourism

services based on a list of required services

in a destination with use of intelligent information

processing, and regional data (RD) collected

in the destination for promoting on-site experiences of

tourists and coexistence with inhabitants and tourists.


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Previous Research“Tourism supported by integrated efforts at a destination to collect and aggregate/harness data derived from physical infrastructure, social connections, government/organizational sources and human bodies/minds in combination with the use of advanced technologies to transform that data into on-site experiences and business value-propositions with a clear focus on efficiency, sustainability and experience enrichment.“ (Gretzel et al. 2015)


Data Technology Service

Coexistence of Tourists and Inhabitants

From the viewpoint of informatics ….

How to design smart tourism destination: From viewpoint of data

Technology

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