Tourism of Tomorrow

Digital Transformation: Market Insights

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Angus M Robinson, Managing Partner, Leisure Solutions®

SEGRA 2017, 26 October 2017

Yehliu Geopark

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.

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

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www.vztaiwan.com 「智慧觀光」或「 VZ TAIWAN」

VZ Taiwan:Front-end Systems

Source: VZ TAWAN, Institute for Information Industry, Taiwan

Before During After

VZ TAIWAN’s Comprehensive Services

Easy Access to Information

Profound Travel ExperiencesRecording

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

Crowdsourcing

•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

On-boarding

VZ TAIWAN Platform Architecture

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Featured Services

Info Inte-gration

Smart Analytics

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Cross-platform Support

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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

Queen’s Head, Yehliu Geopark

Pilot Project Overview - 2009

SuperGIS Mobile Tour Pilot - 2009

With GIS and GPS technologies integrated, the

tour guide information services will be provided

promptly.

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

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

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.

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!

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.

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.

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